JTI expands Mayfair Gold range with new ‘roll your own’ format

JTI (Japan Tobacco International) UK has announced the expansion of its Ultra Value Mayfair Gold range with the launch of Mayfair Gold Rolling Tobacco 30g (RYO), available in England, Scotland and Wales.

Ultra Value remains the fastest-growing segment in the tobacco category, and Mayfair Gold Rolling Tobacco guarantees premium quality Virginia tobacco at an Ultra Value RRP of just £18.50 per 30g pouch.

The launch builds on the success of Mayfair Gold ready-made cigarettes (RMC) which have achieved a retail sales value of £46.7M since launching in September 2023 and is the fastest growing RMC brand in Independent & Symbol Groups in the last 12 months.

The continued demand for lower-priced options has led to an increase in growth of Ultra Value tobacco products, particularly from brands that existing adult smokers trust. Given JTI’s track record for successfully innovating popular cigarette brands into the RYO format, Mayfair Gold Rolling Tobacco 30g represents a great opportunity for retailers to capitalise on an established heritage brand at an Ultra Value price point.

“We fi­nd new product launches are helpful for our business across all categories, even in tobacco where customers are more brand loyal," said Aruna Patel, Rons News, Worcestershire. "Mayfair is a popular brand, and we’d recommend Mayfair Gold to other retailers, as price is the main factor for our customers.”

To celebrate the launch, JTI is also offering retailers a chance to win prizes including a gold wrapped Mini, £100 gift cards, iPads, and headphones as part of a competition launching on its retailer hub, JTI 360.

As of 9 September, for 24 weeks, all retailers that are signed up to JTI 360 are eligible to enter by scanning the barcodes of the Mayfair Gold RYO or RMC outers using the JTI 360 scanner, with each barcode acting as an entry ticket. Five tickets will be drawn each week for 24 weeks.

At the end of the 24-week period, one ticket will be selected to win the gold wrapped Mini.

Mark McGuiness, Marketing Director at JTI UK, said: “The Ultra Value price point remains the key focus for us, with 60 per cent of all sales volumes coming from this sector. We are continuing to innovate our offering in this area with the launch of a heritage brand, Mayfair Gold, into the RYO category.

“We love nothing more than to give back to our trade partners who have supported us throughout the years, and the Mayfair Gold competition on JTI360 is a great opportunity for hard-working retailers to win some exciting prizes.”

For more information on Mayfair Gold, such as how to retail Mayfair Gold POS, or any other JTI product, retailers should speak to their local JTI UK Business Advisers or call the help desk on 0800163503. Retailers can also visit www.jti360.co.uk for further information.