JTI is extending its Sovereign range with the launch of Sovereign Menthol Superkings.
The firm says the launch is in response to an increase in the number of adult smokers looking for a full range of products in the value segment of the ready-made cigarettes market.
Available from early this month, Sovereign Menthol Superkings (19s) will launch at an RRP of £6.50 for both price-marked and non-price-marked packs.
Jeremy Blackburn, JTI’s head of communications, said: “Sovereign Menthol Superkings is an incredibly well-positioned offering, meeting three important criteria for a successful launch: a relevant product, at a value price, from a credible British tobacco brand.”
The existing Sovereign portfolio continues to exceed expectations and is the UK’s fastest-growing cigarette brand, Blackburn added.