JTI (Japan Tobacco International) has announced a price reposition of its Mayfair Gold ready-made cigarettes, lowering the RRP from £13.30 to £12.50 for a pack of 20.
The new price adjustment positions Mayfair Gold as JTI’s most affordable ready-made cigarette offering, allowing retailers to stock a “trusted, premium Virginia blend tobacco brand at a competitive price”.
Since its launch in October 2023, Mayfair Gold has secured the top spot as the UK’s fastest growing new brand in 2024, according to Circana Marketplace.
JTI said the RRP reduction is especially timely as its Ultra Value segment continues to lead in market share growth, now comprising 17.9% of the total tobacco market.
By offering Mayfair Gold at a RRP of £12.50, the tobacco and vaping company said retailers can capitalise on this upward trend, meeting consumer demand while enhancing their sales potential.
Mark McGuinness marketing director at JTI UK commented: “We’re incredibly pleased with the performance of Mayfair Gold since its launch, and this price repositioning further strengthens its appeal. With a reduction on the RRP of 80p per pack, we are making the brand even more accessible to shoppers, while providing retailers with an excellent opportunity to increase sales.
“As costs continue to rise and consumer budgets tighten, we remain dedicated to offering retailers top-quality products at the most competitive prices, ensuring they can maximise their profit opportunities.”
The price repositioning follows the introduction of Mayfair Gold Rolling Tobacco into the its Ultra Value range in September 2024.
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