JTI expands ultra-value offering with introduction of Mayfair Gold

Japan Tobacco International (JTI), is expanding its ultra-value range of ready-made cigarettes (RMC) with the launch of Mayfair Gold.

Created by the UK’s leading tobacco manufacturer, Mayfair Gold King Size and Superkings 20’s will be available from October across all channels, offering a premium quality Virginia blend at an ultra-value price.

With price remaining a key factor for existing adult smokers and retailers alike, Mayfair Gold will join Mayfair Silver with an RRP of £11.60 as one of JTI’s lowest priced cigarette brands.

As well as having a premium blend, Mayfair Gold packs will have rounded corners and modernised outer packaging. This will also be available on Mayfair Silver. Retailers should look out for new Mayfair Gold and new look Mayfair Silver outers with special introductory promotions at participating wholesalers.

“Price remains the main consideration when existing adult smokers are making a purchasing decision," said Mark McGuinness, Marketing Director at JTI UK. "By stocking iconic brands, like Mayfair Gold, at ultra-low prices, retailers can capitalise on the sales opportunity from this new launch.

“The ultra-value sector remains a key priority for us, as the fastest-growing segment in both RMC and roll-your-own tobacco. In fact, as of July 2023, ultra-value brands have a 27.9 per cent share of RMC volume and this continues to grow month on month.”

For more information on Mayfair Gold, Mayfair Silver, or any other JTI product, retailers should speak to their local JTI Business Advisers or call the help desk on 0800 163503. Retailers can also visit www.jtiadvance.co.uk for further information.