JTI is extending its Sovereign range with the launch of Sovereign Menthol Superkings. The new variant is designed to build on the growth momentum of the Sovereign house, the fastest growing cigarette brand in the UK.

Sovereign Menthol Superkings responds to the increasing number of existing adult smokers looking to the value segment to provide a full product range. Having established itself as a Value tobacco brand, Sovereign continues to grow its product offering with new variants and formats, such as Sovereign Menthol Superkings.

Available from early September, Sovereign Menthol Superkings (19s) will launch at an RRP of £6.50 in both price-marked and non-price-marked packs.

Jeremy Blackburn, JTI’s head of communications, said: “Sovereign Menthol Superkings is an incredibly well positioned offering, meeting three important criteria for a successful launch: a relevant product, at a value price from a credible British tobacco brand.

“Alongside the existing Sovereign House, which continues to exceed expectations as the UK’s fastest growing cigarette brand, Sovereign Menthol Superkings is a must-stock product for retailers.”

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