Imperial Tobacco is freshening up cigarette sales this summer by launching a menthol variant to its sub-economy brand Player’s.

Player’s Menthol will launch from early August in Super Kingsize 19s, RRP £6.49. Price-marked packs will also be available at £6.25 while stocks last. 

Launch info

Player’s Menthol

• Format: Super Kingsize 19s
• RRP: £6.49 / £6.25
  (price-marked) 

The launch, in line with the other SKUs in the Player’s range, comes in a modern pack design. The new design aims to improve the whole range’s stand out on-shelf and make it easier for retailers to identify the different packs. 

Imperial Tobacco said menthol remains an extremely important flavour variant within the tobacco category and accounts for almost 10% of total factory-made cigarette (FMC) market. The menthol variant has grown its share of the sub-economy segment far faster than any other price sector. 

“The Player’s brand has become a major presence in the FMC category and the introduction of Player’s Menthol in the growing sub-economy sector will continue to offer valuable profit opportunities for retailers,” said Madeleine Pearce, senior brand manager, FMC, at Imperial Tobacco. “Our research shows that consumers are continuing to seek a lower out of pocket spend when it comes to everyday purchases like tobacco products, and so it is important for us to not only refresh the existing range but also to continue to innovate to ensure we stay on top of the latest consumer trends.”

91% of independent tobacco retailers already stock the Player’s range.