JTI (Japan Tobacco International) has announced a price reposition of its Mayfair Gold ready-made cigarettes from an RSP of £13.30 to £12.50 for a pack of 20.
The 80p price reduction means Mayfair Gold is now JTI’s cheapest readymade cigarette. It comes as the Ultra Value segment continues to lead in market share growth, now comprising 17.9% of the total tobacco market.
Since launching in October 2023, Mayfair Gold has secured the top spot as the UK’s fastest-growing new brand in 2024, generating a retail sales value of £94.4m.
To find out more about Mayfair Gold, retailers can look out for branded wobblers in wholesale depots, speak to their local JTI UK Business Advisers or call the help desk on 0800 163 503. Retailers can also visit jti360.co.uk for further information.
