Benson & Hedges (B&H) White is a new brand from JTI designed to provide retailers with a "valuable profit opportunity in the sub-premium sector".

Describing the arrival as JTI’s "biggest launch of the year", the company’s head of communications, Jeremy Blackburn, says: "B&H White has been launched to provide adult smokers with a sub-premium offering in the lower tar segment.

"Should smokers choose to down-trade out of premium, it is important that the sub-premium category continues to evolve to offer premium smokers brands that they are familiar with. The move has been designed to protect the margins of retailers and they should position B&H White next to B&H Silver on their gantry."

The cigarettes come in a 20s slide pack with a recommended retail price of £6.42.

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