JTI is launching new limited-edition packs for Benson & Hedges Gold, which will be available this month for four weeks and while stocks last.
The three new pack designs combine a series of patterns that are, the firm says, inspired by the elegance, style and heritage of British Members Clubs.
JTI argues that premium cigarettes remain a key sector of the tobacco category and an important source of income and profit for retailers. It says Benson & Hedges Gold has an 18.4% share of the UK premium cigarette sector and a 3.2% share of the total UK cigarette market. The three limited-edition designs will be available to all retail channels in packs of King Size 20s at an RRP of £9.15.
Jeremy Blackburn, JTI head of communications, said that since launching in 1873, Benson & Hedges had been synonymous with quality and prestige and had become the most recognisable tobacco brand in the UK.
The new packs celebrate timeless style, he said.
