Imperial Tobacco is extending its Players cigarette range with the launch of Players Max, which features longer cigarette sticks and a new tobacco blend.

Available now at an RRP of £10.50, £1.35 less than Players Kingsize, Players Max’s cigarette sticks are also 12% longer in size than a standard Kingsize stick.

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The new variety also comes in a pack with bevelled edges.

Tom Gully, head of consumer marketing UK & Ireland at Imperial Tobacco, said: “With 68% of tobacco sales now in the lowest price sector, stocking Players Max will enable retailers to further capitalise on the rising demand for value tobacco by offering adult smokers a new cost-effective option from a well-known, trusted brand.”

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