JTI has repositioned Sovereign Blue’s RSPs including KS, SK and Sky Blue KS to align with its ultra-value offerings as part of a pricing restructure across its Conventional Tobacco Products portfolio.
Sovereign Blue’s RSP (20-pack) will change to £10.65, joining Mayfair Silver and Kensitas Club as part of JTI’s ultra-value range. The price is, of course, a recommendation; retailers can sell JTI products at whatever price they choose.
Mark McGuinness, Marketing Director at JTI UK, commented: “Price is an important purchasing factor for existing adult smokers and 80.5% of all sales volumes are currently in the value or ultra-value RMC and RYO sector.
“We’ve brought Sovereign Blue in line with our other ultra-value options to provide more choice of well-known brands to consumers at this end of the market. Shoppers will still receive the same high-quality Sovereign Blue product, whilst retailers can maximise the sales opportunity by offering this heritage brand at a new value RRP.”
