Imperial Tobacco Unveils Player''s Menthol

Source from:  Imperial Tobacco 06/30/2014

Tobacco manufacturer, Imperial Tobacco has announced a new addition to the Player's Range, with the introduction of Player's Menthol to its portfolio.

Player's Menthol will be available to retailers from early August in Super King Size 19s, with an RRP of £6.49.  Price marked packs will also be available for a limited time only at £6.25, while stocks last. The introduction of Player's Menthol reflects the growing popularity of adult smokers who seek a quality blend menthol cigarette, at a great value price point.

Player's Menthol, in line with the other SKUs in the Player's range, comes with a new modern pack design.  With a new metallic finish, and the addition of the John Player crest, the full Player's range will be available in Full Flavour – red, Smooth – blue (previously yellow) and Menthol – green.  The new design will improve shelf stand out and aid retailer's navigation through the new Player's colour scheme.

The Sub-Economy sector accounts for 16.6% of the cigarette market. This price sector has grown by a third, year on year, and is the UK's fastest growing price sector.  The newly designed Player's range will continue to give the reassurance and heritage of the John Player family to adult smokers, at a highly competitive price point.  In the last twelve months the Player's range has seen its sales increase significantly.

Menthol remains an extremely important flavour variant within the category and accounts for almost 10% of Total FMC Market. The Menthol variant has grown as a share of Sub-Economy far faster than any other price sector. The new Player's Menthol has been developed to reflect the preferences of adult smokers.

Madeleine Pearce, senior brand manager, FMC, at Imperial Tobacco, said:  "Here at Imperial Tobacco we have an extensive programme of consumer research which ensures our category-leading portfolio reflects the evolving preferences of UK adult smokers.

"The Player's brand has become a major presence in the FMC category and the introduction of Player's Menthol in the growing sub-economy sector will continue to offer valuable profit opportunities for retailers. Currently 91% of independent tobacco retailers already stock the Player's range.

"Our research shows that consumers are continuing to seek a lower out of pocket spend when it comes to everyday purchases like tobacco products, and so it is important for us to not only refresh the existing range but also to continue to innovate to ensure we stay on top of the latest consumer trends." Enditem