JTI launches two ultra-value brands with introductory wholesale deal

JTI has launched two of its established brands into the ultra-value segment.

Featuring the lowest recommended retail prices from JTI are Benson & Hedges Blue Rolling Tobacco (available in England and Wales only) and Mayfair Silver (England, Wales and Northern Ireland).

Benson & Hedges Blue Rolling Tobacco includes quality Virginia tobacco blend and 100 papers, and has an rsp of £13.65 per 30g and £22.35 per 50g.

Mayfair Silver is available in both King Size and Superkings at an rsp of £10.15 per 20 pack.

Retailers will also benefit from promotions in selected wholesalers: an introductory rsp of £10.00 per 20 pack for Mayfair Silver and an introductory rsp of £13.00 (30g) and £21.35 (50g) for Benson & Hedges Blue Rolling. All offers are available for a limited time and while stocks last.

Mark McGuinness, marketing director at JTI UK, says: “We know that for many existing adult smokers, price is a key factor when deciding what brand to purchase. By offering iconic brands like Mayfair and Benson & Hedges at new ultra-low prices, retailers can capitalise on both Mayfair Silver and Benson & Hedges Blue Rolling’s brand heritage, with products that also offer a competitive price point.

“We have a proven track record of innovation from other established heritage brands, so we’re confident these line extensions will be well received by customers. Retailers should price at the rsp to maximise the sales opportunity and drive incremental sales in the category.”