Scandinavian Tobacco Group UK Limited (STG UK) is set to reinvigorate the small cigar segment with its new Moments Panatella.

As the Tobacco category braces itself for the impact of EUTPD 2, STG says this new launch will provide retailers with a visible value alternative that will attract existing smokers to their stores.

Moments Panatella is available in an Original variant from March. The range will be available to buy in packs of five with an RRP of £4.20, making it the cheapest product on shelf within the small cigar segment.

Thanks to its exemption from the plain packaging restrictions, the range will benefit from an eye-catching yellow design to help stand out on-shelf.

Jens Christiansen, head of marketing & public affairs at STG UK, said: “Price continues to be a major focus for shoppers, especially within the Tobacco category, and as the next raft of restrictions come into effect, we expect the value for money trend to gain even further momentum. Worth £80.2m but showing 16% decline in volume sales YOY (IRI MartketPlace, Time Period: w/e 29-01-2017), we believe with the right product, there is a huge opportunity for the Small Cigar segment to capitalise on this demand for value and drive growth back into the category.

“The Moments brand has already seen significant success in the Miniatures segment with its value for money positioning. In fact, since its launch only five years ago, the brand has grown to become the fastest growing cigar brand in the UK, accounting for a 15.3% market share of Miniatures (IRI MartketPlace, Time Period: w/e 29-01-2017). By harnessing the strength of the Moments brand, we see a gap in the market for a VFM proposition that we can fill with Moments Panatella and drive growth back into Small Cigar segment and deliver strong sales for retailers.”