Imperial Tobacco has added King Size and Super King Size 19s to its Players range.

Players cigarettes form part of the ‘sub-economy category’, which is driven by smokers who look for the most economical brand. The sub-economy category has grown by one-third year-on-year, according to figures collated by IGD.

“Imperial Tobacco carries out continual and extensive consumer research to ensure our category-leading portfolio reflects the evolving preferences of UK adult smokers,” said Amy Kiss, head of consumer marketing at Imperial.

“Value-seeking is, and has for some time been, the dominant trend in the tobacco category.”

The new packs will be available from mid-April, with a RRP of £6.24.