Imperial Tobacco has launched new Players Max to cater to the ongoing demand for value tobacco.
Available now, Players Max features cigarette sticks that are 12% longer in size than standard Kingsize. A new intense blend with a full tobacco taste proved “a popular and preferred choice” in Imperial’s consumer testing.
The new variant also features a modern and stylish, bevelled-edge pack which feels more robust and firmer in hand.
Packs have a £10.50 RSP, £1.35 less than Players’ standard Kingsize format.
Tom Gully, Imperial Tobacco’s Head of Consumer Marketing UK & Ireland commented: “We’re excited to be extending our popular Players portfolio with the launch of Players Max. With 68% of tobacco sales now in the lowest price sector, stocking Players Max will enable retailers to further capitalise on the rising demand for value tobacco by offering adult smokers a new cost-effective option from a well-known, trusted brand.”
