JTI (Japan Tobacco International), the UK’s leading tobacco manufacturer1, has repositioned Sovereign Blue’s RRP** including KS, SK and Sky Blue KS* to align with its ultra-value offerings as part of a pricing restructure across its Conventional Tobacco Products portfolio.  

With price a key consideration for existing adult smokers when deciding which brand to purchase, Sovereign Blue’s RRP (20-pack) will change to £10.65**, joining Mayfair Silver and Kensitas Club as part of JTI’s ultra-value range.

Mark McGuinness, Marketing Director at JTI UK, comments: “Price is an important purchasing factor for existing adult smokers and 80.5% of all sales volumes are currently in the value or ultra-value RMC and RYO sector2.

“We’ve brought Sovereign Blue in line with our other ultra-value options to provide more choice of well-known brands to consumers at this end of the market. Shoppers will still receive the same high-quality Sovereign Blue product, whilst retailers can maximise the sales opportunity by offering this heritage brand at a new value RRP.”

For further support on the JTI UK portfolio, retailers can reach out to JTI’s Customer Care line on 0800 163503 or visit JTI’s trade retailer website https://www.jtiadvance.co.uk.

*Sovereign Black and Sovereign Dual are not in scope.

** Retailers are of course free at all times to sell JTI products at whatever price they choose.    

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