Imperial Tobacco yesterday announced a further extension to its recently-launched L amp;B Blue Superkings range.
L amp;B Blue Superkings Menthol 19s will be available to retailers from the end of October with an RRP of £6.79. Price-marked packs will also be available while stocks last at £6.55.
Imperial says the new menthol variant reflects the growing popularity of adult smokers who are seeking a quality blend Superking menthol cigarette at a value price point; as well as capturing the increasing number of adult smokers who are down-trading.
The company estimates that “over 48%” of cigarettes sold in the economy sector are above King Size. Menthol remains an extremely important flavour variant within the category and accounts for almost 10% of Total FMC market [Imperial Tobacco estimates]
Rebecca Cottee, brand manager for Lambert amp; Butler, said: “L amp;B Blue has already achieved a 1.69% market share in its first six months. Consumers are increasingly seeking quality products from big brands but at a lower price. L amp;B’s strong brand name and heritage denotes L amp;B Blue as an entirely different offering from the more premium Lambert amp; Butler silver range.”