Gallaher is to axe its Mayfair hand-rolling tobacco brand a year after its launch.

The tobacco giant, which already commands a major share of the HRT market with its Amber Leaf, Samson and Old Holborn brands, extended its value-for-money Mayfair cigarette line into the format last March.

Packaged in a flip-top pack which contained tobacco and cigarette papers, the extension was aimed at smokers looking for a mid-priced, mild to medium strength HRT brand.

The demise of the Mayfair extension clears the way for the introduction of a continental HRT blend of Samson. Samson Bright will be launched this month with an rsp of £2.19 for a 12.5g pouch.