JTI is extending its Sovereign brand with the launch of a new value cigarette, Sovereign Smooth Flavour. The new cigarette capitalises on the success of Sovereign Blue, currently the fastest growing cigarette brand, which has generated retail sales of over £135m since launching in March 2013.
Available now Sovereign Smooth Flavour is launching in King Size 10s and 19s formats, with price marked packs at £3.39 and £6.28 respectively. Sovereign Smooth Flavour combines the heritage of the Sovereign brand with a quality, smooth flavoured product, enabling retailers to maximise tobacco sales from the growing Value sector. Standard packs will also be available.
Jeremy Blackburn, JTI Head of Communications, comments: “Sovereign Smooth Flavour will enable retailers to capitalise on the growth of Sovereign Blue, which has gone from strength to strength since launching last year, with a smoother flavoured Value cigarette from a trusted brand. Value cigarettes continue to grow and currently account for 44% volume share of the market, translating to more than 14 billion cigarette stick sales a year. Retailers should stock Sovereign Smooth Flavour as part of a full range of Sovereign products to provide choice to existing adult smokers.”
