Value cigarettes brand rolls out to UK market
NICOTINE products firm Imperial Brands has launched a new value cigarette brand to the UK with the Paramount range.
Following an initial launch in Germany for the brand, Paramount Original has now made its way to the UK and is available through UK wholesale and independent retail channels with an RRP of £12 per pack.
To back the launch, Imperial is offering additional help for retailers that will enable them to sell the brand at £11.50 or less should they choose to through discounted wholesale pricing at supported depots.
The brand saw success in the German market when it initially launched, as Nielsen has said it has since grown to currently be the fastest-growing cigarette product on the shelves.
Yawer Rasool, consumer marketing director UK & Ireland at Imperial Brands, said: “The demand for value products that still offer high quality continues to grow.
“Paramount will be our best value product in the UK market – synonymous with great value and proven success on the Continent.
“Many smokers of value products are open to trying new brands if the price is right. Given its success in key European markets, we anticipate strong demand for the Paramount brand across the UK.”
