A mini cigar that is packaged like a cigarette and designed to attract cigarette smokers is the latest entrant to the value end of the tobacco market.
Break Little Cigars, from Scandinavian Tobacco Group UK, arrived on the UK’s gantries last month, priced at £4.59 for 17.
The company claims that little cigars form the fastest growing tobacco sub-category in Europe, selling 2.45bn in 2013 according to Nielsen research. They are not currently subject to many of the European Union Tobacco Products Directive restrictions on flavour and pack size that will come on stream over the next couple of years.
In the UK, STG is pushing Break Little Cigars as an alternative to VFM cigarettes. They are small cigars with an inbuilt filter and an Ecuador wrapper made out of natural tobacco leaf.
They come in three varieties: Silver (smooth flavour); Blue (full flavour) and Menthol.
The company claims that, at 27p per stick, it offers the cheapest price per smoke in the cigar and cigarette categories.
“As a super value for money range, which is cheaper than the cheapest cigars and cigarettes on the market, Break Little Cigars directly respond to the European trend with a contemporary proposition that will hold great appeal for price-sensitive smokers, “ said Alan Graham, STG UK head of marketing.
“By stocking Break Little Cigars, retailers will be able to cover Europe’s biggest-growing tobacco category. They will encourage repeat visits by meeting this increasing demand for smoking alternatives.
“Retailers should stock up on the new range now to attract customers ahead of of the display ban next year.”