The tobacco giant, which already commands a major share of the HRT market with its Amber Leaf, Samson and Old Holborn brands, is introducing a new 12.5g, flip top rolling version of Mayfair, Britain's third largest kingsize cigarette brand [ACNielsen].
Rolling out this week at an rsp of £2.19, the newcomer features the brand's familiar blue and silver livery with each pack containing tobacco and cigarette papers. The new addition is aimed at smokers looking for a mid-priced, mild to medium strength HRT brand, while research found cost was still the single biggest consideration when buying HRT.
Trade communications manager Jeremy Blackburn said: "This is the first cigarette brand to have moved into HRT and we forecast it will capture a significant share of the market."
Danny Ayton, buyer for tobacco and spirits at Booker, said: "This launch should increase awareness of the HRT category, which is more profitable than cigarettes for retailers and wholesalers."