JTI UK repositions Sovereign Blue RRP to join ultra-value offering
Leading tobacco manufacturer JTI (Japan Tobacco International) has repositioned Sovereign Blue’s RRP including KS, SK and Sky Blue KS to align with its ultra-value offerings as part of a pricing restructure across its Conventional Tobacco Products portfolio.
With price a key consideration for existing adult smokers when deciding which brand to purchase, Sovereign Blue’s RRP (20-pack) will change to £10.65, joining Mayfair Silver and Kensitas Club as part of JTI’s ultra-value range.
Mark McGuinness, Marketing Director at JTI UK, said: “Price is an important purchasing factor for existing adult smokers and 80.5% of all sales volumes are currently in the value or ultra-value RMC and RYO sector.
“We’ve brought Sovereign Blue in line with our other ultra-value options to provide more choice of well-known brands to consumers at this end of the market.
“Shoppers will still receive the same high-quality Sovereign Blue product, whilst retailers can maximise the sales opportunity by offering this heritage brand at a new value RRP.”