JTI is launching a series of ‘British Tailoring’ limited edition packs (LEPs) for its Premium cigarette brand, Benson and Hedges Gold.

Available from mid-November, the three designs mimic classic suit patterns to highlight the style, luxury and quality of the Benson and Hedges Gold brand. The LEPs will be available to all channels for a period of four weeks across packs of King Size 20s, at an RRP of £8.99.

Jeremy Blackburn, JTI head of communications, commented: “Since launching in 1873, Benson and Hedges has been synonymous with quality and prestige, evolving over the years to become the most recognisable tobacco brand in the UK.

“Building on the success of the ‘Timeless Travel’ LEPs launched earlier this year, the new ‘British Tailoring’ packs celebrate this iconic brand. Premium cigarettes are an important source of income for retailers and Benson & Hedges Gold has an 18.8% share of the UK premium cigarette sector.

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