With just a year to go until the tobacco display ban is enforced, retailers shouldn’t delay their planning any longer – while legislation from Europe and the UK is set to further change a sector where value has become key for consumers.
by Kevin Scott
This time next year local retailers will be counting down the days until they pull the shutters down on their tobacco displays. For now, the countdown is in months, but the message from the industry is that it simply will not do to avoid planning for the restrictions now. Jeremy Blackburn, Head of Communications at JTI, says: “We’ve been communicating with retailers since last year. The industry has learned something from larger stores adopting the ban and smaller stores shouldn’t wait until there are two weeks until the deadline before thinking about it.” Blackburn points out that the ban is about more than simply covering the gantry, and JTI has devised the acronym ARTIST to act as a guide for retailers – it stands for availability, range, training, innovations, sales and technology; all aspects that retailers should be getting right across the board. Blackburn says: “This is something that all retailers should be applying anyway. If you have the disciplines in place now and realise just how many aspects are involved then you’ll know that they will become even more important.” Alan Graham, Head of Marketing at STG UK, agrees: “Without doubt the sooner retailers start planning for the display ban the less problems they will encounter when the time comes.
There is a big checklist they need to work through so that when next April arrives they are up and running with minimum fuss.” It sounds obvious but it’s important for retailers to monitor their tobacco sales and ensure the basics of category management are put into practice. There is the likelihood that plangorams will need changed before the ban, doing so afterwards could result in increased transaction times as staff struggle to find a requested product – remember that Scottish retailers have only 1,000 sq cm in which tobacco can be visible during a transaction, 50% less space than south of the border, which makes knowing where every product is even more important. Blackburn says: “Staff need to learn where the stock is.” He adds that availability takes on a whole new level of importance post-ban, commenting: “In a queue of five people, when the person at the back gets to the front and finds his brand of choice isn’t in stock he will be frustrated. It won’t take long to lose that customer for good.” Imperial Tobacco’s position is identical, with Trade Communications Manager Gayatri Barua-Howe saying: “An increased focus on analysing market data and identifying sales patterns will help to avoid out of stocks when display restrictions are enforced. Getting into the habit of carrying out regular availability checks and marking key lines off on a checklist now will make the transition far smoother in 2015. Retailers should also consider placing reminder cards on autofeeds so that staff are aware of what product goes in each space and keep a customer request book for new products so they don’t get forgotten on the next order or trip to the cash & carry.”
The company has said that although it is each retailer’s personal responsibility to comply with the requirements of the ban, it is currently looking at a number of different scenarios to help retailers plan for these changes and to ensure compliance. If there is an upside to the ban it is that in a local community the retailer who excels in the category, who always has stock availability, whose staff know exactly where each product is, will get a reputation for it. Blackburn says: “It’s very important to be prepared and our message to retailers is to that if they do prepare early and are ready for the ban it could actually give them a competitive edge.
Good availability and range and you’ll beat the competition – customers will come to know that you have the most reliable store for tobacco.” Graham’s advice is to “make the most” of the year ahead to ensure that when 6th April comes there procedures are in place. He also highlights how since large stores went dark there has been a small shift towards independents, which means if a retailer can convert floating shoppers to use their local store now, when that market goes dark they will have already formed a habit. He says: “Looking at convenience stores since the ban in big stores, in areas where we have data, there’s been a switch into that sector, but it’s the symbols and independents who are picking up the business as opposed to multiple convenience.” In a sector where good news is thin on the ground, this is certainly encouraging. “Getting it right will pay dividends,” says Graham. “If a retailer gets it right there is a much better chance of their business continuing as it was.”
Illicit trade While planning for the display ban is imperative for retailers there is another threat to their business which is not as visible as the removal of displays will be, but has changed the way the tobacco category operates. Thanks to Britain’s exorbitantly high taxation on tobacco, the country is feral ground for counterfeiters and smuggling, an area that has been creeping up the agenda in recent years and is now firmly front and centre. Such is the threat to the livelihoods of independent retailers that the Scottish Grocers’ Federation was recently asked to join the Scottish Anti-Illicit Trade Group. The most recent figures from HMRC show that tobacco smuggling (cigarette and RYO) caused up to £2.9bn in lost taxes, as well as a considerable loss of sales, revenue and profits to retailers. The message is that the illicit trade is taking money from the till of every single retailer in Scotland – perhaps because this isn’t a literal description of the theft, retailers don’t quite appreciate the loss in real terms, but in pure black and white, according to Imperial Tobacco estimates, the average convenience store is currently losing over £40,000 in tobacco sales to the illicit trade every year.
This equates to over 100 lost sales opportunities a week, to say nothing of the lost impulse purchases from other categories generated by tobacco. For whatever reason there has been a general reluctance for retailers to speak up about any activity in their local area. With the SGF now becoming what’s known as a Human Intelligence Source, meaning retailers with any information on illicit trading can contact the SGF directly (and anonymously if they choose), and that information will be passed onto the relevant authorities. Peter Nelson, Imperial Tobacco Anti-Illicit Trade Manager, comments: “We fully support the work being carried out through the Scottish Anti-Illicit Trade Group and by MSPs such as Jenny Marra in communicating to the public that the illicit trade is not an acceptable or victimless crime and the damaging effect it is having within Scottish communities and on the national economy. An essential tool to mount enforcement activity is quality, reliable, current intelligence. Nelson describes intelligence as being like a series of jigsaws, saying that “individually we may only have one piece each, but if we all contribute our “piece” a more detailed picture can be built by those responsible for completing the jigsaws – our law enforcement partners.” Philip Morris Marketing Director for the UK and Ireland, Zoe Smith cites the increase in the trade of illicit tobacco products as one of the major challenges the industry has faced. She says: “PMI has a dedicated team which works closely with governments and enforcement groups around the world to address this issue.
Tackling the problem requires both the private and public sectors to address the supply and demand of illegal tobacco products, in addition to ensuring that the regulatory and fiscal environment does not further drive its growth. We continue to work with retailers to highlight the issue of the illicit trade in the UK and ensure they understand what role they can play in addressing the issue and highlighting their concerns with relevant stakeholders.” It is a front upon which competing companies are united. Nelson adds: “Imperial Tobacco has been and will continue to work tirelessly in combatting the effects that the illicit tobacco trade is having on retailers and our communities. We will continue to be at the forefront of this campaign and are working resolutely with law enforcement agencies and government, as well as with retailers, to stem this illegal enterprise.” One element of the illicit trade which must also be addressed is that of retailers choosing to sell illicit products.
Thankfully these instances are few and far between however when one local retailers selfishly opts to sell illicit products it is not only their reputation that they are putting at stake, but the entire independent sector. JTI’s Blackburn admits that there appear to be more instances of ‘bricks and mortar’ retail premises selling illegal tobacco and JTI is leading the way as the first tobacco supplier to end its support of a retailer convicted of such an offence with the removal of a JTI gantry in Cheltenham in September 2013. Blackburn says: “We need to send a message to retailers sucked into dealing in the illicit trade. There is certainly a correlation between selling illegal products and selling to underage shoppers. There is a fear that independent retailers can quickly get a reputation for that. Down the line the customer who doesn’t trust their local retailer won’t go to another independent shop, they’ll take that business to a multiple. No one wants independents who are law abiding being dragged into the mix. That’s as good a reason as I can think of to defend your business and contact the relevant authorities if you have any information or are offered illegal goods.” EUTPD It could also be argued the recent EU Tobacco Product Directive will make life easier for illicit traders.
Among the plans to be introduced across Europe will be a ban on 10 packs and pouches of tobacco under 30 grams. Daniel Torras, UK Managing Director, JTI says that this is a gift for criminal gangs across the UK. “Banning 10s and smaller pack sizes of RYO will mean the lowest price will now be the street price sold by criminals who peddle to anyone, including children. Meanwhile the UK Government’s exchequer will have to plug the gap left as more and more smokers are tempted to buy the illegal un-taxed cigarettes and roll your own tobacco which will flood the UK. We now urge them to make a stand and put in place the resource that is going to be needed to stop this influx.” His colleague, Jeremy Blackburn makes the point that the restrictions on smaller products goes against every other category, saying: “If we look at the ban on smaller packs, such as 10s of cigarettes or smaller than 30g of RYO; they’re saying to smokers, we’re going to supersize you. What other category would do that?
Imagine beer was only available in pints, or you were legally forced to buy a double burger. Small packs control consumption.” Alan Graham at Scandinavian Tobacco Group UK says that if there was going to be a minimum pack size everyone would have been happier with 20g. However he adds that with STG’s Salsa brand, it’s not actually the bad news it could have been. He explains: “With value for money brands, the bigger the pack the bigger the price difference with other brands, so there are more obvious savings for RYO smokers. So although we’d prefer not to have to deal with these changes it may not prove to heinous for Salsa.”
A word too on plain packaging, which remains very much on the political agenda in Scotland. Graham comments: “The EUTPD and the tobacco display ban makes the pursuit of plain packaging redundant. Data from Australia suggests it doesn’t work – there is a brand called Manchester which is in the top 10 cigarette brands and isn’t available legally in the country. Germany has the least legislation in the EU and youth smoking rates have halved – it’s about education.”
Beyond the seemingly endless restrictions on tobacco retailing the fact remains that the category is a popular one with shoppers. Many adults across Scotland continue to choose to smoke, as is their legal right, and as such local retailers have as much right to sell those products. The landscape may be changing and what is and isn’t allowed so consistently part of the political debate that it feels secondary only to the independence referendum. There is no doubt that the display ban will change the category, and the chances are that many brands will fall by the wayside. Three types of product will survive the ban, according to STG’s Alan Graham, and they are big sellers, the cheapest and niche products that are sought out. “Big brands will do well as consumers continue to buy them.
The cheapest product will survive because consumers won’t be asking their retailer for the second or third cheapest brand if they are buying solely on price, and niche products like Natural American Spirit,” he says. Value for money continues to be the dominant factor in tobacco purchasing decisions, and that is something likely to continue long after enforcement of the ban. JTI’s Jeremy Blackburn says, “People continue to look for value for money which is why brands such as Sterling are performing so well. The Value for Money sector has 41% of the market in Scotland now so that’s over one in three packs.” Last year, JTI added to its successful Sovereign brand with the launch of a new cigarette range – Sovereign Blue. Available in both King Size and Superkings in 10s and 19s pack formats, Sovereign Blue offers retailers a chance to capitalise on the growing value cigarette sector with a quality product from a trusted brand with a strong British heritage.
Sovereign Blue has since become the fastest growing cigarette brand, generating retail sales of over £93m in independents and symbols since launching in March 2013. Imperial Tobacco may word the sub-sectors ever-so-slightly different, using the term ‘economy priced’ as opposed to value, but the company says its own figures show such brands account for 43% of all cigarettes sold in the UK and this growth is set to continue. “There is a need for continued support, development and innovation in this price sector to meet the needs of growing numbers of price conscious consumers,” says Gayatri Barau-Howe. She adds that the drive for value has led not only to a bigger share for value/economy brands, but also for packs of less than 20 sticks. “In March we were delighted to announce L&B Blue, the newest addition to the Lambert & Butler brand range,” she says. “L&B Blue has been designed to suit the preferences of adult smokers who require a lower priced cigarette offering but want reassurance from a big brand. L&B Blue is expected to appeal to smokers who in the past have switched from Lambert & Butler.
It will also appeal to long time value smokers who previously haven’t been able to afford a product from the Lambert & Butler family. Available in packs of King Size 19s cigarettes and also available in a smooth variant, L&B Blue will be positioned within the Sub-Economy price sector with an rrp of £6.40. Of course, a brand like L&B is more closely associated with a higher end of the market, and so while much of the growth comes from value products, the premium end of the market continues to pull in huge revenues for retailers, accounting for 12.7% of all sales. Blackburn says, “Premium products provide retailers with the opportunity for generous profit margins so are an important source of income for retailers.” Packing a premium punch Among JTI’s leading brands, Benson & Hedges Gold holds a 13.1% share of the Premium cigarette sector and is worth over £35.5m in annual retail sales while Silk Cut’s share of the Premium cigarette sector currently stands at 15.9% and has grown every year for the last ten years. The next step down according to JTI’s classification is Sub-Premium, which includes brands like B&H Silver. They account for 9.8% of sales. The Mid-Price cigarette sector accounts for 20.3% volume share of the total cigarette market. It is within this sector that Scotland’s top-selling cigarette brand accounting for a whopping 12.8% share of the total cigarette market, which equates to a 61.1% share of the Mid-Price sector. At Philip Morris, Zoe Smith, says that price plays its part in every sector, even though it’s value that is driving growth. In this area, Philip Morris is focusing on its Chesterfield brand.
Sales of the brand have doubled in the last year, making it the third fastest growing brand in the UK – and so one that retailers should be thinking about stocking if they don’t already. Smith says: “Communicating value for money is very important so price marked packs of cigarettes are invaluable to the independent retail trade. Research shows that price marked packs re-assure adult smokers of value for money, and the majority would always buy price marked packs over non-price marked packs if they were available.” Price marked packs PMPs now accounts for 58% of all volume sold in independents and symbols compared to 43% in 2010 and what Philip Morris calls ‘super low’ products, PMP accounts for 81% of all super low sales in independents & symbols compared to 75% in 2010. From Philip Morris, Marlboro Gold Touch, Bright Leaf and the entire Chesterfield range are available in both price marked and non-price marked packs. “We recently introduced a new cellophane wrap for the price marked pack Marlboro Gold Touch which features a royal blue fingerprint design highlighting the brand’s current rrp,” says Smith. “In times of austerity often we have to compromise, but adult consumers can rest assured that Gold Touch is of the same high quality as all other Marlboro products.
The slightly thinner stick size allows us to position Gold Touch at a very competitive price point great for those watching their spend. In simple terms, it’s Gold quality, just thinner.” When it comes to category advice, Smith says that retailers should review their tobacco stock levels each morning and prior to peak trading times. “Stocking a wide range of pack sizes, as well as price marked and non-price marked pack allows customers to feel they are getting the best possible choice and value,” she adds. So, while the tobacco category certainly has more challenges to face than any other, it is one that continues to be valuable to retailers, both in terms of cash flow, margin and footfall. The basic principles of category management are critical, especially as we begin the one year countdown to the display ban. The message is: get your range ready, get your staff ready.
The growth of roll you own tobacco has been nothing short of remarkable in a category that is in overall decline. Worth £2bn across the UK and growing at 9.2% year on year, the UK RYO market is currently the biggest sector of the tobacco category by volume and the second fastest growing price sector in the UK tobacco category. The reasons for this growth are plenty according to Imperial Tobacco’s Gayatri Barau-Howe. “Since the recession hit in 2008, inflation has tended to be above wage growth, meaning less disposable income for consumers and whilst net income has grown by 2%, other standard living costs have increased beyond this. The impact of this squeezing on consumers’ spend has been continued value-seeking. This has led to more than one in 20 packs of RYO tobacco sold in the UK being less than 12.5g and sales are growing month on month. Consumers still want to buy good quality products and smaller pack sizes allow them to purchase their preferred brands whilst controlling their spend.” Of course the EUTPD stipulating that the smallest pack size should be 30g will change the dynamics of the sector considerably, but that is a challenge for another day. For now, it’s about making the most of a range of products that are growing in popularity.
The biggest brand in the RYO market is JTI’s Amber Leaf, which has an 8.7% share of the entire tobacco market in Scotland. Jeremy Blackburn from the company says: “With one in three existing adult smokers choosing to smoke RYO tobacco, this growth is predicted to continue for the foreseeable future as existing adult smokers continue to seek out greater value for money, demonstrating the increasing importance of RYO.” At the lower end of the pricing scale, STG UK’s Salsa brand continues to drive value into the sector. Alan Graham from STG, says, “Salsa is performing well and we’ve seen double digit growth. The value sector of RYO is incredibly competitive – the changes in pack sizes has helped push pack prices down, with some brands coming down from 12.5g to 10g to be able to offer a more competitive price.” The trend for lower pack sizes to drive down price is one which is continuing; it’s not exactly good news for retailers when companies are fighting to have customers spending less, but the move is being driven by consumer demand. As Barau-Howe explains: “A fairly recent addition to the tobacco market, sales of sub 12.5g pack sizes of RYO tobacco have more than doubled over the past year as increasing numbers of tobacco shoppers seek quality products with a low out of pocket spend.”
And, while Imperial Tobacco’s Golden Virginia brands continues to be its biggest the company recently invested in its Gold Leaf brand, launching a 9g pack at the end of 2013. Complete with papers, Gold Leaf 9g will enable adult smokers to make 22 hand rolled cigarettes for less than £3. “It is an ideal product for adult smokers to trial Gold Leaf, or for those who are seeking better value and to reduce their outlay on tobacco,” says Barau-Howe. The tactic is working. Gold Leaf has grown 24% since the same period last year. It is also the UK’s fastest growing RYO brand commanding a market share just shy of 10% of the RYO category.
JTI Invests £400,000 to tackle underage sales in the North West
Last year, JTI launched a new initiative, across the North West of England, to support its retail partners in complying with the law on underage sales. The pilot scheme, which could be rolled out in Scotland, supports and develops the knowledge of independent and convenience retailers in the vital area of youth access prevention for age restricted goods. In a recent survey of 500 independent retailers, conducted by JTI, nearly a third of respondents (32%) admitted that they did not have any formal training for their staff to prevent under age sales. This scheme has been developed to support retailers, their staff and their business. JTI’s Head of Communications, Jeremy Blackburn says: “The activity demonstrates JTI’s commitment to youth smoking prevention and its desire to train and develop retailers when it comes to this crucial area. The support available incorporates three core elements: compliance testing, staff training and strengthening the ‘No ID, No Sale’ campaign.” He adds that while this Youth Access Prevention campaign is focussed on the retail trade it is important to recognise that nearly 50% of children claimed to have access to cigarettes through peer groups or family and 15% through other sources, including illegal traders.
Budget sees further increase on tobacco
As if retailers didn’t have enough to contend with in the tobacco category, last month’s Budget saw the Chancellor George Osbourne increase the price of tobacco by 2p above inflation, meaning a smoker who buys a 20 pack of cigarettes per day will be worse off by around £60 a year. The Chancellor confirmed that the duty escalator would continue until the next election so independent retailers should expect further increases at every Budget between now and the General Election in 2015. Commenting on the announcement, Daniel Torras, Managing Director of JTI in the UK says: “With the UK Government set to ban smaller rolling tobacco and cigarette packs and threatening to make counterfeiting cheaper and easier by introducing plain packaging, now is not the time to add a significant tax increase which will widen the price between legitimate and illegal products. At a time when the Government is making it harder to fake a £1 coin, it could be about to provide criminals an invitation to further profit from fake cigarettes”. Debbie Corrie, National Spokeswoman of the Tobacco Retailers’ Alliance commented that the further increases would make the illicit trade an even more attractive proposition for consumers: “Every time the Government raises the tax on tobacco, it plays in to the hands of tobacco smugglers who make more money selling their illegal product here compared to anywhere else in the EU. With the Chancellor’s announcement, smugglers will now make even more profit, encouraging more of them to ply their illegal trade in communities across the UK, selling to customers no matter what their age. This in turn will mean lost sales for legitimate retailers like myself.”
Capsule products increase market share to 5.8%
Since its introduction, capsule technology has proven that innovation still matters in the tobacco category. Capsule products now command a respectable 5.8% of the cigarette market. Within this JTI has a 31.2% share, contributing £134m in retail sales. The company’s Jeremy Blackburn comments. “To allow retailers to capitalise on both capsule technology and value trends, JTI launched Sterling Fresh Taste on Demand as a brand extension of our value offering, Sterling. It has been the top selling cigarette brand in the UK since September 2012 and Sterling Fresh Taste On Demand is now the UK’s second largest capsule brand with a 20.1% share of the capsule segment.” From Imperial Tobacco, JPS Duo is the most recent addition to the capsule range. The company says that the introduction of capsule technology into the range makes JPS Duo a “perfect choice for tobacco consumers looking for more control over their smoking experience and great quality at incredible value”, according to Imperial Tobacco. Many big selling brands have adopted the technology, such as Malboro. Its Ice Blast variant is a menthol capsule cigarette with an rrp of £8.27 for 20 sticks. Zoe Smith from the company says: “The capsules segment is a sub-category that’s showing strong sales performance and Marlboro Ice Blast has been positively received by the trade. In November of last year we also introduced Marlboro Ice Blast 10s to offer adult smokers the same crisp, menthol taste experience but at a more affordable price point, improving potential trial of the UK’s first high cooling cigarette.”
Sovereign Smooth Flavour
JTI has begun 2014 strongly with the launch of a new Value cigarette, Sovereign Smooth Flavour, an extension to the successful Sovereign brand. The new cigarette capitalises on the success of Sovereign Blue.
Silk Cut SuperSlims Choice
The Silk Cut cigarette range from JTI has been extended with the launch of the UK’s first SuperSlims crush filter product, Silk Cut SuperSlims Choice. Available now to all channels, the innovative new product taps into the growth of the capsule cigarette segment, which has increased by 54% in the last year, leading to a 5.9% share of the RMC category.
Rothmans Menthol comes to UK British American Tobacco UK has launched Rothmans
Menthol to the UK market and retailers will be able to purchase the brand in their local cash and carry from this month. At the same time, the tobacco manufacturer has announced a pack design change that puts the brand’s heritage and quality tobacco blending tradition that goes back to 1890 on every Rothmans’ pack. “Value-seeking adult smokers continue to drive growth in the Low segment,” says BAT UK Marketing Director, Frank Silva. “With the launch of Rothmans Menthol, we’re offering retailers the opportunity to deliver their adult smokers even more choice, combined with the reassurance of quality and heritage associated with the iconic Rothmans brand. You could say we’re offering an upgrade for menthol adult smokers.” From June, Rothmans will introduce a new pack design including the quality guarantee stamp of founder Louis Rothman’s signature, as well as a series of three insights into the brand history and guiding principles on the back of packs. “We’re showing our adult customers that we don’t compromise on quality – our founder’s history helps tell that story,” said Rothmans Brand Executive, Olga Li.
Seeking out cigar sales
The cigar market is one that continues to suffer more than others from the ban on smoking in public places. The sector is currently in a -5% decline, however over 405 million cigars are sold in the UK each year, and the category is worth over £250m. So it’s still massively important. The tobacco display ban in supermarkets is also beginning to have an effect on sales. Alan Graham, from Scandinavian Tobacco Group, says: “We’re seeing the effect the dark market is having on cigars. Big brands are taking a larger share of the market and there will be casualties in the future.” The likelihood is that as supermarkets adapt to the dark market and sales shift towards big sellers and the cheapest brand, a number of lines will be delisted, though Graham says this shouldn’t effect convenience store too much. “Supermarkets will stock around 30 cigar products while convenience stores maybe five to 10. Any products that go won’t be from those stocked in convenience.” He recommends that convenience stores do cover all sizes of cigar though. Large cigars may be losing share to miniatures, but there is still demand and so retailers should have them available for customers.
Making the most of accessories
Scotland’s roll-your-own accessories market is continuing to perform well, despite the changing nature of the tobacco. This of course, is fuelled by the growth of the RYO market itself – as long as rolling tobacco is growing, it’s highly likely accessories too will grow. “The growth of RYO accessories, well ahead of total market, highlights the opportunity for retailers to use them to signpost the tobacco category,” says Eleni Koulara, Marketing Manager at Republic Technologies UK. Republic Technologies has responded with NPD to emerging trends in accessories – and to the fact that many RYO smokers are now more discerning, particularly in the choice of filter. This has led to the launch of an Ultra Slim Swan-branded filter, the thinnest ever Swan filter, providing smokers with a smoother taste and an enhanced tobacco flavour. “Many people opt for roll-your-own because it enables them to make thinner cigarettes which mean they smoke less. Size of filter has risen up the RYO smokers’ agenda, particularly among people looking reduce to the amount they smoke for reasons of finance or health,” adds Koulara. “People are also looking for RYO products that are more natural and have less environmental impact. These factors will underpin our NPD this year as we introduce products that take account of people’s growing interest in the environment as well as providing RYO smokers with the choice, quality and value they’re seeking.” One such piece of NPD is the current launch of Zig-Zag unbleached papers. Ultra-thin and very light, providing a smoother, more natural smoking experience, the brown porous papers are thought to be the thinnest, lightest, most transparent papers currently available in the UK. Koulara adds: “Zig-Zag unbleached papers will appeal to the growing number of RYO smokers actively seeking a more natural smoking experience and offer something new and exciting on the RYO fixture.” Republic Technologies is also backing its brands with high profile marketing support his year. The company has just announced that is one of the official partners of the Professional Darts Corporation, the biggest indoor sporting event in the UK, providing major visibility for its Swan Ultra Slim filters. The Swan filters will have a major presence at high profile events such as the current Premier League, the World Matchplay featuring the world’s top 32 players at the end of July and the Masters event in October.
A choice of Cutter’s Choice
Roll Your Own smokers will be able to choose from a complete range of blends from the Cutters Choice brand from this month. The British American Tobacco UK brand is extending its range to help UK retailers benefit from the long-term growth opportunity in the RYO segment. The new Cutters Choice range will include: Cutters Choice – original Smooth Blend, Cutters Choice – A True Blend and Cutters Choice – Exquisite Blend. The new Exquisite Blend is said to offer RYO smokers a more mature and premium blend within the Value for Money (VFM) segment. The new ‘Exquisite’ line extension completes the Cutters Choice range, joining the original and unchanged Cutters Choice Smooth Blend and the recently launched Cutters Choice – A True Blend, made from a modified Virginia blend without any artificial flavourings.
