Cigar brand Café Crème is celebrating its 50th anniversary with a new pack design, to be phased into the trade from late January.

The new look gives a clearer focus on the brand name by removing some of the design items from the pack design, in order to stand out better on-shelf. The phrase ‘since 1963’ has also been added.

Café Crème is both the world’s and the UK’s best-selling cigar, accounting for 40% of UK cigar sales, and nearly 44% in the independent sector. Values sales in the independent channel grew by over £700,000 in 2012-13.