‘Sub-premium’ B&H to improve margins

JTI is hoping to stem downtrading in the tobacco category with the launch of a 'sub-premium' Benson & Hedges variant.

Benson & Hedges White, to be sold in a 20s slide pack, will be available from the start of next month (rsp: £6.42) and will sit alongside B&H Silver Slide.

JTI said B&H White would offer retailers a margin of 36p per pack, an improvement on the margins offered by value cigarettes and roll-your-own tobacco, which have enjoyed strong growth in recent years.

"B&H White has been launched to provide adult smokers with a sub-premium offering in the lower tar segment," said JTI head of communications Jeremy Blackburn. "The move has been designed to protect the margins of retailers."

The company said the slide pack had outsold the traditional flip-top box where Silver had been available in both formats at the same price.