JTI UK has reduced the RRP of its Mayfair Gold ready-made cigarettes (RMC), from £13.30 to £12.50 for a pack of 20, while maintaining its margin.

The reduction makes Mayfair Gold the supplier’s most affordable RMC, and its POR has increased from 7.7% to 8%, although the cash profit per pack has declined from 85p to 83p.

After launching in October 2023, Mayfair Gold became the UK’s fastest-growing new tobacco line in 2024, generating £94.4m in retail sales value.

JTI launches Mayfair Gold in RYO format

The ultra value segment continues to lead market share growth, now comprising 17.9% of the total tobacco market.

JTI UK marketing director Mark McGuinness said: “We’re incredibly pleased with the performance of Mayfair Gold since its launch, and this price repositioning further strengthens its appeal. With a reduction on the RRP of 80p per pack, we are making the brand even more accessible to shoppers, while providing retailers with an excellent opportunity to increase sales.

“As costs continue to rise and consumer budgets tighten, we remain dedicated to offering retailers top-quality products at the most competitive prices, ensuring they can maximise their profit opportunities.”

Read more tobacco product news and category advice