JTI (Japan Tobacco International) has announced a price repositioning of its Mayfair Gold ready-made cigarettes from an RRP of £13.30 to £12.50 for a pack of 20.
Since its launch in October 2023, Mayfair Gold has achieved remarkable success, securing the top spot as the UK’s fastest-growing new brand in 2024. This has generated an impressive retail sales value of £94.4M. This new price adjustment positions Mayfair Gold as JTI’s most affordable ready-made cigarette offering, giving retailers the opportunity to stock a trusted, premium Virginia blend tobacco brand at a competitive price.
The RRP reduction is especially timely as the Ultra Value segment continues to lead in market share growth, now comprising 17.9 per cent of the total tobacco market. By offering Mayfair Gold at RRP of £12.50, retailers can capitalise on this upward trend, meeting consumer demand while enhancing their sales potential.
“We’re incredibly pleased with the performance of Mayfair Gold since its launch, and this price repositioning further strengthens its appeal," said Marketing Director Mark McGuinness. "With a reduction on the RRP of 80p per pack, we are making the brand even more accessible to shoppers, while providing retailers with an excellent opportunity to increase sales.”
He continued, “As costs continue to rise and consumer budgets tighten, we remain dedicated to offering retailers top-quality products at the most competitive prices, ensuring they can maximise their profit opportunities.”
This price repositioning follows the successful introduction of Mayfair Gold Rolling Tobacco into the Ultra Value category in September 2024, underscoring JTI’s ongoing commitment to innovation and meeting consumer preferences.
