JTI is launching a new product to challenge Golden Virginia’s dominance of the premium rolling tobacco segment.
Benson Hedges Rolling Tobacco will launch on July 20 and will be available in both a premium Gold and sub premium Silver variant.
Lesley Stears, JTI’s head of OTP, said there was a shortage of choice for RYO smokers, particularly in the premium segment where Golden Virginia had a 90% market share, and the new brand “made other RYO brands look tired and boring”.
The new product includes ‘Foil Fresh’ technology, which incorporates a thin layer of foil in the pouch to keep it fresher and will be available in 12.5g and 25g packs.
In cash and carries the launch will be backed by a “Roll up in style” campaign featuring posters, wobblers and bus stop fins.
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