Imperial Tobacco is next week (3 March) launching L amp;B Blue cigarettes into the best-selling Lambert amp; Butler range. Available in packs of King Size 19s cigarettes and also available in a smooth variant, L amp;B Blue will be positioned within the “Sub-Economy” price sector with an RRP of £6.40; Price-marked packs (PMPs) are also available, while stocks last.
Currently, economy and sub economy brands account for 43% of all cigarette sales, according to Imperial estimates; this is driven, says the company, by “increasing numbers of value-seeking consumers” and indications show that this trend looks set to continue in 2014.
Alison Williams, senior brand manager at Imperial Tobacco, comments: “Increasingly cost is a key consideration for shoppers. Consumers are looking for lower priced, quality products from big brands and FMCG manufacturers need to respond to this by keeping their product lines relevant and profitable.
“L amp;B Blue has been designed to suit the preferences of adult smokers who require a lower priced cigarette offering but want reassurance from a big brand. L amp;B Blue is expected to appeal to smokers who in the past have switched from Lambert amp; Butler. It will also appeal to long time value smokers who previously haven’t been able to afford a product from the Lambert amp; Butler family.
“We are also launching www.lambert-and-butler-blue.co.uk so that consumers can send us their feedback.”
L amp;B Blue will offer a margin of 6.42% (Based on buying at Q5 and selling at RRP ) POR)for the trade.