Imperial Brands has introduced Paramount, a new cigarette brand aimed at adult smokers seeking value.  

Designed with full-flavour Virginia tobacco, Paramount targets the preferences of UK smokers, where over 90% of cigarettes sold are Virginia blends, and 83% are full-flavour. 

Available through UK wholesale and independent retail channels, Paramount is offered in king-size and super king-size formats. Retailers have the option to sell packs at £11.50 or less, supported by wholesale pricing promotions to facilitate the launch. 

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The value cigarette sector has grown by 5% over the past year and now accounts for 30% of the UK cigarette market. Imperial’s move to launch Paramount reflects this rising demand, providing retailers with an option to cater to budget-conscious customers. 

Following its success in Germany, where it became the fastest-growing cigarette product since launch, Paramount has also gained traction in other European markets. Imperial expects similar demand in the UK, supported by its proven track record in delivering value products.