JTI has reduced the cost price and RRP of its Berkeley King Size cigarettes and invested in a contemporary new look for the brand.

Retaining the same Virginia blend tobacco, the updated King Size 19s, Blue 19s and 10s packs will now sit within the sub value segment, price marked at £6.25 and £3.25 respectively.

The background of each King Size pack will also feature an enlarged Berkeley crest, shaded in either yellow or blue to identify the range.

The price and pack design of Berkeley Super Kings will remain unchanged.

Jeremy Blackburn, JTI’s head of communications, said: “Value is the fastest-growing price segment within tobacco, accounting for 44.6% volume share of the total cigarette market. The repositioning of Berkeley King Size will ensure the brand is best positioned to capitalise on this trend, providing adult smokers with quality and value from a well established British brand with heritage.”

For more information on the Berkeley King Size repositioning, retailers should speak to their local JTI representative or call the JTI Customer Careline on 0800 163 503 to arrange a visit.