JTI is moving into the ultra-value tobacco segment with a new roll-your-own (RYO) tobacco launch from Benson & Hedges and a new ready-made cigarette (RMC) variety from Mayfair.

The launch of Benson & Hedges Blue Rolling (RRP £13.65 per 30g/£22.35 per 50g) and Mayfair Silver (RRP £10.15 per 20 pack in King Size and Superkings) comes as ultra-value is the fastest growing price segment in both RMC and RYO.

It now represents more than 50% of all RMC volume, while RYO commands 54% of the volume share of the sector.

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Both new varieties will be available later this month, with Benson & Hedges Blue Rolling only available in England and Wales, while Mayfair Silver will be available across England, Wales and Northern Ireland. This is to emulate the success of JTI brand Kensitas Club’s move into the ultra-value segment in Scotland.

Retailers will also be able to stock the new launches at promotional prices while stocks last. Mayfair Silver is available in selected wholesalers at £10 per 20 pack, while Benson & Hedges Blue Rolling will be available at £13 per 30g/£21.35 per 50g.

Mark McGuiness, marketing director at JTI UK, said: “We know that for many existing adult smokers, price is a key factor when deciding what brand to purchase. By offering iconic brands like Mayfair and Benson & Hedges at new ultra-low prices, retailers can capitalise on both Mayfair Silver and Benson & Hedges Blue Rolling’s brand heritage, with products that also offer a competitive price point.”

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