Imperial launches new Regal Signature range in Northern Ireland

In a move that is sure to delight many smokers across Northern Ireland, Imperial Tobacco has announced the Regal cigarettes brand is returning to the province.

Following a successful launch in Scotland, Regal Signature is now rolling out in Northern Ireland, with the latest addition from the highly-popular Regal brand including a new range of cigarettes that offer premium quality and deliver great value for shoppers.

Available to buy now, the new Regal Signature cigarettes range is positioned under the strapline ‘everything is premium except the price’, and offers adult smokers the quality you expect from Regal in a new signature blend that is tailored to modern tastes.

Made with the finest tobacco blend, Regal Signature cigarettes feature high-quality paper, a firm filter and a round-cornered box for more contemporary and a premium feel. The range, including Kingsize and Superkingsize formats, is available to buy now in packs of 20 at an RRP of £11.60*. Since its initial launch into Scotland, Regal Signature has already seen impressive growth, with the brand now holding a market share of 5%[i].

Tom Gully, Head of Consumer Marketing UK&I at Imperial Tobacco said: “Given the continued cost-of-living crisis, we know value is going to be a major factor in shopper purchasing habits for the foreseeable future.

‘As a brand, Regal has strong awareness and legacy in Northern Ireland, with figures showing the brand sells eight times more in Northern Ireland than the rest of the UK’

“While many smokers will be looking for greater value from the tobacco products they buy, no one wants to comprise on quality. Through the launch of Regal Signature cigarettes, we’re offering modern adult smokers in Northern Ireland a great solution with premium tobacco products and high-quality features from a well-known brand, all at a value price* point.

“As a brand, Regal has strong awareness and legacy in Northern Ireland, with figures showing the brand sells eight times more in Northern Ireland than the rest of the UK[ii].

“Northern Irish consumers also have a stronger preference for cigarettes, accounting for 68% of all tobacco sales, in comparison to 55% for the rest of the UK[iii]. We’re confident the new range of Regal Signature cigarettes will help retailers tap into this demand as a quality product at a great value price*.”

‘To help retailers take advantage of the sales and profits available in this growing category, our three new blu bar variants have been carefully selected to tap into the top taste trends in the market’

In further exciting news for Imperial, they are also expanding the range of their vaping products, by adding three new flavours to its popular blu bar range.

Available to buy now at the same RRP of £5.99, the new additions include Tropical Mix, Apple Ice and Mint Ice, taking the total flavour range up to 13 variants.

The fully compliant range has been extensively tested and comes from a recognisable brand that retailers and their shoppers can trust, making it a must-stock range to cater for the rising demand for disposables.

Tom Gully added: “Disposables are the main driving force behind sales within the vaping category at present, with figures showing the sector has seen a 58% value growth in the last half year alone[iv].

“To help retailers take advantage of the sales and profits available in this growing category, our three new blu bar variants have been carefully selected to tap into the top taste trends in the market. With a range of 13 different flavours now available, our blu bar range provides everything retailers need to cater for a wide range of consumer taste preferences.”

*Based on ITUK RRP as at July 2023. For the avoidance of doubt, customers are free at all times to determine the selling price of their products.

[i] ITUK estimates based on weighted EPOS data Avidity and EDFM June 2023

[ii] EPOS EDFM, Avidity and P1 KAs (Oct-Dec 2022)

[iii] EPOS EDFM, Avidity and P1 KAs (Oct-Dec 2022)

[iv] Latest 52 weeks to 30/04/23. Total KA + Indies.  ITUK EPOS data only