JTI sets its sights on the ultra-value category

JTI is launching two of its most iconic brands into the ultra-value segment to provide retailers with high quality value for existing adult smokers. Featuring the lowest recommended retail prices from JTI, Benson & Hedges Blue, the UK’s no.1 cigarette brand, will launch a new rolling tobacco offering, Benson & Hedges Blue Rolling, whilst Mayfair will introduce a new RMC range – Mayfair Silver.

JTI’s move to ultra-value – the fastest growing price segment in both RMC and RYO – is designed to cater to the growing number of adult smokers seeking affordable options from trusted tobacco brands. The ultra-value segment as a whole now represents over 50 per cent of all RMC volume. The RYO category has also increased by 7.4 per cent year on year, with RYO now commanding over 54 per cent volume share of the sector.

Driving value for customers has already shown proven results in Scotland with Kensitas Club’s move into the ultra-value segment in 2021, making it the fastest-growing brand in both RMC and RYO in the region. Mayfair Silver and Benson & Hedges Blue Rolling launches will look to emulate this success in the rest of the UK.

“We know that for many existing adult smokers, price is a key factor when deciding what brand to purchase,” said Mark McGuiness, Marketing Director at JTI UK. “By offering iconic brands like Mayfair and Benson & Hedges at new ultra-low prices, retailers can capitalise on both Mayfair Silver and Benson & Hedges Blue Rolling’s brand heritage, with products that also offer a competitive price point. We have a proven track record of innovation from other established heritage brands, so we’re confident these line extensions will be well received by customers. Retailers should price at the RRP to maximise the sales opportunity and drive incremental sales in the category.”

Available across all channels later this month, Benson & Hedges Blue Rolling includes quality Virginia tobacco blend and 100 papers within the 30g and 50g pouches, with an RRP of just £13.65/£22.35 per 30g/50g and will be available across England and Wales only. Mayfair Silver will be available in both King Size and Superkings at a RRP of £10.15 per 20 pack, and will be available across England, Wales and NI.

Retailers will also benefit from fantastic promotional offers in selected wholesalers at an introductory RRP of £10.00 per 20 pack for Mayfair Silver, and an introductory RRP of £13.00 (30g) and £21.35 (50g) for Benson & Hedges Blue Rolling, all offers are available for a limited time and while stocks last.

(Introductory RRP of £10.00 effective 1 May 2022 available while stocks last in selected wholesalers.  Standard RRP £10.15 effective 1 May 2022. Retailers are, of course, at all times free to sell JTI’s products at whatever price they choose.)