Imperial Tobacco has extended the recently launched L&B Blue Superkings range with the introduction of a Menthol variant.
L&B Blue Superkings Menthol 19s will be available to retailers from the end of October with an rrp of £6.79. Price marked packs will also be available while stocks last at £6.55.
Designed to suit the preferences of those adult smokers who are seeking a lower priced, quality product from a great brand, L&B Blue has helped to strengthen the economy price sector.
The company says the extension of L&B Blue Superkings with a menthol variant reflects the growing popularity of adult smokers who are seeking a quality blend Superking Size menthol cigarette at a great value price point; as well as capturing the increasing number of adult smokers who are down-trading.
Over 48% of cigarettes in the economy-priced sector sold by retailers are above King Size. Menthol remains an extremely important flavour variant within the category and accounts for almost 10% of Total FMC Market.
Rebecca Cottee, Brand Manager for Lambert & Butler at Imperial Tobacco, said: “By introducing a menthol variant to the range we hope to build on the momentum of the hugely successful L&B Blue brand which has already achieved a 1.69% market share in its first six months. Consumers are increasingly seeking quality products from big brands but at a lower price. L&B’s strong brand name and heritage denotes L&B Blue as an entirely different offering from the more premium Lambert & Butler silver range. Together with the existing L&B Blue range L&B Blue Superkings Menthol offers retailers a strong margin of 6.67% making it a must-stock product for retailers.”
