The packs will retain their trademark blue packet but will use softer colours.
“The new packaging reflects the quality with a simpler, cleaner look,” said Jeremy Blackburn, Gallaher trade communications manager.
Mayfair is the fourth-biggest cigarette brand and one of the fastest-growing, recording year-on-year value growth of 11% [ACNielsen 52 w/e October 1, 2005] as consumers switch to value products.
The company said it was necessary to ensure the product continued to be regarded as up-to-date as well as affordable.
The new packaging is being introduced across Mayfair king size, fine, smooth and menthol as well as standard, smooth and menthol Superkings.