Imperial Tobacco is introducing a 10-pack to its Richmond King Size Menthol to cash in on double-digit growth in the menthol category's value.
The range, the 12th launch under the Richmond value brand, will go in-store from Monday. Imperial Tobacco claims the £2.28 rsp makes the launch the lowest priced menthol on sale.
The market for menthol cigarettes has grown by 13% during the past three years, according to Nielsen, with one in four smokers opting to buy 10-packs.
Menthol cigarettes are predominantly bought by women, with the increasing sales put down to perceptions that they are a transition between full strength and lower tar cigarettes.
By individual cigarette brand, Richmond Superkings is Imperial Tobacco's biggest seller. It ranked fifth in The Grocer Top Products Survey 2007, with sales up 6.4% to £521.7m for the year to 6 October.