Imperial rolls out adapted products to retain menthol shoppers

As menthol ban is set to take effect later this month, Imperial Tobacco has announced product enhancements across five of its brands to cater for menthol customers.

The tobacco major has also unveiled a brand-new product, JPS Bright.

From 20 May, all crushball and menthol cigarettes will be banned from sale.

“Our latest product developments are designed to help retailers cater for their menthol and crushball customers when the ban comes into effect by offering them new innovations from their brands of choice,” commented Chris Street, market manager UK at Imperial Tobacco.

The new Green Filter range will have five of Imperial’s leading brands with product enhancements to meet the needs of shoppers transitioning from menthol.

The features include a white-tipped firm filter that retains its shape and structure until the end of the smoke and delivers a smoother, more consistent smoking experience. A special Reduced Smoke Smell (RSS) paper has also added to reduce the linger of smoke smell on clothes or fingers.

“Our findings highlight that many menthol consumers would reject a cork tip so we’ve adapted some of our best-selling brands to cater for this demand,” Street said.

“Smokers can couple the range with our recently launched Rizla Flavour Infusions, which will enable them to enjoy a familiar mentholated experience, while also providing incremental sales opportunities for retailers.”

The Green Filter variants are being launched across JPS Players, Carlton, Windsor Blue, Richmond and Lambert & Butler ranges. All the new SKUs are available to buy now in packs of 20 sticks with an RRP of £8.95.

The new product, JPS Bright, aims to capture menthol customers with white-tipped filter and RSS paper. The product comprises a premium two-piece white stream filter tip that reduces the harshness of the smoking experience, while allowing a full rounded tobacco flavour to flow more freely.

The range features a new, premium Virginia tobacco blend with a rounded taste profile that is less bitter than traditional Virginia blends and designed to suit the taste palates of menthol smokers. The new range will be rolling out soon in super king size packs of 20 sticks with an RRP of £9.65.

Street continued: “Brand loyalty has always been strong purchase driver in tobacco and our research shows that 82 percent of menthol and crushball smokers will remain with their usual FMC (Factory Made Cigarettes) brand, while 70 percent are expected to switch to a smooth or full flavour variant when the menthol ban arrives.

“As a globally recognised brand, with the secondnd highest market share of the economy sector in the UK, the house of JPS is well positioned to leverage its brand recognition through the launch of JPS Bright. Providing premium quality at an economy price point, JPS Bright provides the perfect alternative for menthol consumers from a brand they can trust.”