JTI has repositioned the pricing of its Sovereign Blue cigarette range as part of a pricing restructure across its Conventional Tobacco Products range.

Sovereign Blue’s 20-pack RRP is changing to £10.65, joining Mayfair Silver and Kensitas Club in the supplier’s ultra-value range.

JTI’s upcoming tobacco and cigarette price rises revealed

Mark McGuinness, marketing director at JTI UK, said: “Price is an important purchasing factor for existing adult smokers and 80.5% of all sales volumes are currently in the value or ultra-value RMC and RYO sector.

We’ve brought Sovereign Blue in line with our other ultra-value options to provide more choice of well-known brands to consumers at this end of the market. Shoppers will still receive the same high-quality Sovereign Blue product, while retailers can maximise the sales opportunity by offering this heritage brand at a new value RRP.”

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