JTI shifts Sovereign Blue range to ultra-value offering

As part of a pricing restructure, JTI (Japan Tobacco International) has repositioned its Sovereign Blue’s range, including KS, SK and Sky Blue KS, to align with its ultra-value offering.

The Sovereign Blue’s RRP (20-pack) will change to £10.65, joining Mayfair Silver and Kensitas Club as part of JTI’s ultra-value range.

Mark McGuinness, marketing director at JTI UK, said: “Price is an important purchasing factor for existing adult smokers and 80.5% of all sales volumes are currently in the value or ultra-value RMC and RYO sector.

“We’ve brought Sovereign Blue in line with our other ultra-value options to provide more choice of well-known brands to consumers at this end of the market. Shoppers will still receive the same high-quality Sovereign Blue product, whilst retailers can maximise the sales opportunity by offering this heritage brand at a new value RRP.”