JTI is expanding its ultra-value range of ready-made cigarettes (RMC) with the launch of Mayfair Gold.

Mayfair Gold is available this month in King Size and Superkings 20s formats. It will share Mayfair Silver’s £11.60 RRP.

The supplier is also rolling out a new packaging with a modernised outer and rounded corners, which will appear across Mayfair Silver and Gold.

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Mark McGuinness, marketing director at JTI UK, said: “Price remains the main consideration when existing adult smokers are making a purchasing decision. By stocking iconic brands, like Mayfair Gold, at ultra-low prices, retailers can capitalise on the sales opportunity from this new launch.

“The ultra-value sector remains a key priority for us, as the fastest-growing segment in both RMC and roll-your-own tobacco. In fact, as of July 2023, ultra-value brands have a 27.9% share of RMC volume and this continues to grow month on month.”

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