Imperial Brands has added a new full-strength value cigarette to its acclaimed Players family, designed to strengthen the legacy brand’s position in the market with a full-strength tobacco taste, superior blend and a strong value price.
All backed by over 140 years of JPS heritage. Available in both Kingsize and Superking formats at a competitive RRP of £14.60, Players Classic helps retailers attract and retain value-conscious customers, looking for full strength cigarettes.
The new cigarette contains a high-quality mixed leaf blend, combining Virginia, Burley and Oriental tobaccos for a smoother, stronger tobacco taste.
This higher-moisture tobacco blend also contributes to a slower burn, delivering a satisfying experience overall. It was one of the highest-rated products in its taste profile in recent consumer testing carried out by Imperial Brands1, demonstrating that smokers do not have to compromise on quality when seeking value.
The introduction of Players Classic marks a further milestone in the history of the Players brand, which is chosen by almost 1 in 10 smokers in the UK and remains trusted by thousands every day2.
Shirley Soccio, Head of Consumer Marketing UK & Ireland at Imperial Brands, commented: “Backed by more than 140 years of trusted brand heritage, Players remains a top seller in the UK, and there are no signs of that changing.
“Players Classic is aimed at smokers aged 35 to 55 who are value-conscious yet not willing to compromise on quality. This group values trusted brands, dependable taste and strong value delivery, all of which Players Classic offers.
“This means Players Classic is uniquely positioned to succeed in the retail market, especially in independent stores where value brands are already performing exceptionally well.”