Imperial Tobacco launches Player’s Menthol

Imperial Tobacco is introducing Player’s Menthol to its portfolio. Available to retailers from early August in Super King Size 19s, with an rrp of £6.49, price marked packs will also be available for a limited time only at £6.25, while stocks last.

Player’s Menthol, in line with the other SKUs in the Player’s range, comes with a new modern pack design.  With a new metallic finish, and the addition of the John Player crest, the full Player’s range will be available in Full Flavour – red, Smooth – blue (previously yellow) and Menthol – green.

The new design will improve shelf stand out and aid retailer’s navigation through the new Player’s colour scheme.

Imperial says that menthol remains an extremely important flavour variant within the category and accounts for almost 10% of Total FMC Market. The Menthol variant has grown as a share of Sub-Economy far faster than any other price sector.The new Player’s Menthol has been developed to reflect the preferences of adult smokers.

Madeleine Pearce, Senior Brand Manager, FMC, at Imperial Tobacco, said:  “The Player’s brand has become a major presence in the FMC category and the introduction of Player’s Menthol in the growing sub-economy sector will continue to offer valuable profit opportunities for retailers. Our research shows that consumers are continuing to seek a lower out of pocket spend when it comes to everyday purchases like tobacco products, and so it is important for us to not only refresh the existing range but also to continue to innovate to ensure we stay on top of the latest consumer trends.”

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