JTI is introducing three limited edition pack designs for Silk Cut, its Premium cigarette brand in the lower tar category. The packs will be rolled out nationally across packs of Silk Cut Purple, Blue and Silver 20s from 1st November – available for four weeks only whilst stocks last.
The Premium cigarette sector currently accounts for a 22% (Nielsen Market Track August 2011 YTD) volume share of the total cigarette market and provides retailers with the opportunity for increased revenue. Silk Cut’s share of this sector, which currently stands at 19.3%, has grown every year for the last ten years.
Jeremy Blackburn, JTI’s Head of Communications, says: “The new pack designs are the latest example of innovation from Silk Cut, emphasising the original thinking that is core to the brand. With a pack of Silk Cut generating on average 65% JTI Estimates based on sale at rrp when purchased at 1,000 outer rate as at 11 Sept 2012 more profit for the trade than that of a value brand, per pack of 20, it’s essential for retailers to stock up and capitalise on this opportunity.”
Silk Cut Purple, Blue and Silver 20s have an rrp of £7.72.
