Benson & Hedges Expands Portfolio with 1st Cigarillo: Benson & Hedges Leaf Wrapped, a New Innovation Targeting the Lowest-Price Consumers

Japan Tobacco International (JTI) has today announced the launch of Benson & Hedges Leaf Wrapped, a new cigarillo wrapped in a premium tobacco leaf that offers a full-flavour Virginia blend. The product will be available in England and Wales only. It is introduced as the latest extension of Benson & Hedges, the UK’s #1 Tobacco brand[1]. With an MRRP of £6.95* and available in a 10-pack only, it sits at a lower pack price than all conventional cigarettes and rolling tobacco[2] and is JTI’s cheapest conventional tobacco offering, while still delivering the high quality associated with Benson & Hedges.

B&H Leaf Wrapped aims to provide an option for existing adult smokers who are increasingly seeking lower-priced alternatives, particularly those who smoke the cheapest cigarettes.

JTI are market leaders within the overall Cigarillo category with 91.1% share[3] with Sterling Dual Leaf Wrapped and have demonstrated strong experience of successful launches. B&H leaf wrapped does not have a characterising flavour, a first for JTI and at a lower price point versus Sterling Dual Leaf Wrapped.

Available from the 18^th May 2026 in all wholesale depots, the launch will be supported by promotional campaigns, trade POS, wholesale promotions and activations in selected depots.

Erika Vivieros, Marketing Director at JTI UK, says: “Cigarillos remains the only tobacco category that has demonstrated year on year growth[4] and the new Benson & Hedges Leaf Wrapped is a first of its kind addressing the demand for consumers seeking even cheaper offerings than the lowest-price cigarettes. This ultra-low-price proposition, backed by the trusted Benson & Hedges brand, creates a compelling opportunity for retailers in the independent and symbol channels.”

For further support on the JTI UK portfolio, retailers can speak to their local JTI representative, reach out to JTI’s Customer Care line on 0800 163503 or visit JTI’s trade retailer website www.jti360.co.uk/login

*retailers are of course free to sell JTI products at whichever price they choose