Marlboro has launched a new product at a lower price point than the regular Marlboro RRP.
Marlboro Bright Leaf is available in 20s and 10s, with an option of price-marked packs at pound;5.39 and pound;2.75 respectively, eight per cent below the regular Marlboro RRP.
Jens Behrendt, managing director of Philip Morris UK, said Marlboro was the leading premium cigarette in the UK, and the new launch would maintain the quality of the brand, but at a lower price point.
The launch will be supported by an offer to retailers of pound;1 off per outer for price-marked packs during September and October, and cash and carries will be offering pound;10 off any two outers during November.
Marlboro products in the UK are distributed to all channels except the on trade by Imperial Tobacco and its 200-strong sales force will be highlighting the new launch to independent retailers during their visits in September.
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