Imperial Tobacco is launching L&B Blue Superkings 19s in both full flavour and smooth variants from mid-September. This follows the launch of L&B Blue King Size cigarettes earlier this year.

L&B Blue Superkings will have an RRP of £6.79 and are intended to provide value to consumers while maintaining strong trade margins. Price-marked packs (PMPs) will also be available for £6.55 while stocks last.

Rebecca Ivey, brand manager for Lambert & Butler, commented: “Since its launch earlier this year L&B Blue has gone from strength to strength, already achieving a 1.40% market share in its first six months.

“Our ongoing research shows consumers are increasingly seeking lower priced, quality products from big brands. Superking size cigarettes currently account for around 30% of the cigarette market. L&B Blue Superkings are designed to appeal to those long time value-seeking smokers who previously haven’t been able to afford a product from the Lambert & Butler family.

She concluded: “Since its launch one in five consumers of L&B Blue has traded up from sub-economy priced brands. Its strong brand name and heritage denotes L&B Blue as an entirely different offering from the more premium Lambert & Butler silver range. With its distinct blend, pack design and value appeal L&B Blue Superkings offers retailers strong margins of 6.67%.”

In addition to the launch of new L&B Blue Superkings, Imperial Tobacco has lowered its PMP price for L&B Blue King Size 19s from £6.62 to £6.50 and L&B Blue Smooth King Size 19s PMP from £6.62 to £6.50.

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