JTI launches Mayfair Gold in RYO format

• Product: Mayfair Gold Rolling Tobacco 30g
• Supplier: JTI
• RRP: £18.50
• Available: now

JTI is expanding its Mayfair Gold range with the launch of a roll-your-own (RYO) tobacco format in a 30g size.

The new format is available in England, Scotland and Wales and aims to build on the success of the Mayfair Gold cigarettes.

Since launching in September 2023, these have achieved a retail sales value of £46.7m, and have become the fastest-growing ready-made cigarette (RMC) brand in independent shops & symbol groups in the past 12 months.

“The ultra value price point remains the key focus for us, with 60% of all sales volumes coming from this sector,” said JTI UK’s marketing director, Mark McGuiness. “We are continuing to innovate our offering in this area with the launch of a heritage brand, Mayfair Gold, into the RYO category.”

JTI adds Mayfair Gold to RMC range

To support the launch, JTI is offering retailers a chance to win prizes including a gold-wrapped Mini, £100 gift cards, iPads and headphones through a competition on its retailer hub, JTI 360.

For 24 weeks from 9 September, retailers signed up to JTI 360 are eligible to enter by scanning the barcodes of Mayfair Gold RYO or RMC outers using the JTI 360 scanner.

Each barcode acts as an entry ticket. Five tickets will be drawn each week for 24 weeks, with one ticket selected to win the Mini.

“We love nothing more than to give back to our trade partners who have supported us throughout the years, and the Mayfair Gold competition on JTI360 is a great opportunity for hard-working retailers to win some exciting prizes,” McGuiness added.

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