JTI is revamping the pack design for cigarette brand Berkeley to reinforce its premium positioning.

Packets of all the brand's cigarette variants will get a simplified logo, modernised font and new chequered background design. They will roll out gradually from now until August.

"We are confident this contemporary new look will help Berkeley remain relevant to today's adult smoker," said JTI head of communications Jeremy Blackburn.

Berkeley has sales of £170m and 4.5% of the premium category (Nielsen).

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