Imperial Brands has reported that its value cigarette brand Paramount is now the UK’s fastest-growing in the cigarette category following a successful launch last year.
Introduced in England, Scotland and Wales in October 2024, Paramount has quickly gained market share and achieved more than 5% in independents, with customers showing strong loyalty and repeat purchases.
Combining value and quality, Paramount features premium, full-flavour Virginia sun-ripened tobacco, catering to the UK market where most cigarettes use Virginia blends.
The brand’s success reflects growing demand for value options, with the value sector now representing nearly 37% of the UK cigarette market. Available in full flavour king-size and super king-size formats, Paramount maintains a competitive RSP of £12.50, offering adult smokers affordability while delivering strong margins for retailers.
Paramount previously launched in Europe and enjoyed a highly successful debut in Germany, where it became the fastest-growing cigarette product on the market in summer 2023.
For more information, visit the Imperial Brands website.
