Imperial Brands has expanded its popular value cigarette range, Paramount, with the launch of Paramount Red Superkings, giving retailers a further revenue opportunity in one of the market's most resilient categories.
Delivering a bold tobacco taste at an affordable price, Paramount Red Superkings ideally complements existing Paramount products, providing further choice for value-conscious and price-sensitive adult smokers who have different taste needs.
Based on Imperial Brands’ goal to expand choice within the Paramount range, Paramount Red is built around an American Blend of tobaccos, delivering a rich, stronger tobacco taste and satisfying aftertaste.
This intense, full-strength experience will ensure that Paramount Red Superkings will appeal to a broad base of value-focused smokers who still expect quality in every pack.
With the value segments showing no signs of weakening, the Paramount brand has enjoyed strong momentum since its launch in late 2024.
The latest addition will further broaden the appeal of the Paramount range and is well-placed to appeal to the UK market where the value price segments are in growth and account for 17% share of the total market1.
Shirley Soccio, Head of Consumer Marketing UK & Ireland at Imperial Brands, commented:
"The value cigarette segment continues to gain momentum, growing by 2% over the past year and now representing 38% of total UK cigarette sales2. This sustained growth reflects a clear consumer demand for products that deliver trusted quality at an accessible price point.
"Paramount was launched to meet this growing demand, and the introduction of Paramount Red Superkings further strengthens the brand's offering by giving adult smokers even more choice within a proposition that successfully combines quality and value.
"As consumers increasingly seek premium-value options, retailers have a strong opportunity to capitalise on this trend by stocking Paramount Red Superkings and maximising sales within this expanding segment."
Available now across independent and wholesale outlets, Paramount Red carries an RRP of £14.80*.