JTI has repositioned its Berkeley King Size cigarettes as a sub-value brand to meet adult smoker demands for value for money. 

From this month the updated King Size 19s, Blue 19s and 10 packs will be price-marked at £6.25 and £3.25, respectively.

The new price coincides with a fresh look for the brand to differentiate King Size from Berkeley Super Kings, which will keep their current pack design and price.

“Value is the fastest-growing price segment within tobacco, accounting for 44.6% volume share of the total cigarette market,” said Jeremy Blackburn, JTI head of communications. 

“The repositioning of Berkeley King Size will ensure the brand is best positioned to capitalise on this trend.”