JTI is launching an innovation for its leading cigarette brand, Sterling. Available from 26th November in all channels, Sterling Fresh Taste on Demand combines the popularity of Sterling with the demand for capsule cigarettes providing retailers with a new revenue stream within the UK’s fastest growing tobacco sector.
Available in both 10s and 20s, the latest launch from Sterling is the UK’s first capsule proposition in a 10s pack format. The new cigarette offers the same quality and blend as Sterling KS Smooth, but gives existing adult smokers the option to change the taste to Sterling Fresh Taste on Demand by simply bursting the embedded ‘filter ball’.
Globally, capsule technology accounts for over 380 million packs of cigarettes sold and in only eight months, the capsule cigarette segment in the UK has already generated over £15m in retail sales value.
Jeremy Blackburn, JTI’s Head of Communications, says: “Existing adult smokers continue to seek out innovations whilst having their budgets squeezed ever more tightly. Sterling Fresh Taste on Demand is the first capsule cigarette available in a 10s pack format in the UK market, giving existing adult smokers more choice within the value segment.”
