IMPERIAL ENHANCED & EXPANDED RANGE

PRODUCT SPECIAL

IMPERIAL ADAPTS RANGE TO CATER FOR MENTHOL

IN PREPARATION FOR THE MENTHOL BAN WHICH WENT LIVE AT MIDNIGHT LAST NIGHT, IMPERIALTOBACCO HAS ANNOUNCED A RAFT OF ENHANCEMENTS AND A BRAND NEW PRODUCT TO HELPRETAILERS MAINTAIN MENTHOL CUSTOMERS AND GROW SALES. WE CATCH UP WITH MARKETMANAGER UK CHRIS STREET TO FIND OUT MORE.

THE MENTHOL BAN IS NOW LIVE CHRIS AND IMPERIAL HAS BEEN BUSY DEVELOPING ITS RANGE TO HELP RETAILERS MAINTAIN MENTHOL SALES. CAN YOU TELL US ABOUT THAT?

It’s clearly a difficult time and we recognise the incredible lengths traders up and down the country are going to in order to keep the nation going during the Covid-19 pandemic. Despite the many challenges currently being faced within the retail industry, changes linked to the menthol ban will continue as planned. From today, all crushball and menthol cigarettes will be banned from sale. Our latest product developments are designed to help retailers cater for their menthol and crushball customers by offering them new innovations from their brands of choice.

WHAT ARE THOSE DEVELOPMENTS?

We recently announced product enhancements for five of our brands, as part of the new Green Filter range, plus we’ve also launched a brand-new product, JPS Bright, to help retailers maintain menthol customers and grow their sales.

CAN YOU TELL US ABOUT THE GREEN FILTER RANGE?

Featuring across five of our leading brands, the new Green Filter range includes the same consumerendorsed tobacco blend the brands are famed for, but with product enhancements to ensure they meet the needs of shoppers transitioning from menthol. The new features include a white-tipped firm filter that retains its shape and structure until the end of the smoke and delivers a smoother, more consistent smoking experience. Plus, the addition of special Reduced Smoke Smell (RSS) paper which is designed to reduce the linger of smoke smell on clothes or fingers.

WHICH BRANDS ARE INCLUDED?

The new Green Filter variants are being launched across JPS Players, Carlton, Windsor Blue, Richmond and Lambert & Butler ranges.

WHAT ARE THE RSPS?

All the new SKUs are available to buy now in packs of 20 sticks with a recommended selling price of £8.95, although retailers are obviously free to set their own prices.

WHY THE NEW TIPS?

Our findings highlight that many menthol consumers would reject a cork tip so we’ve used white filter tips and specialist RSS paper to deliver great appeal to these shoppers when they switch.

WHAT IS YOUR ADVICE TO RETAILERS?

Retailers should make sure they’re stocked up on the full Green Filter range to allow them to offer menthol consumers a product designed specifically for them from their brand of choice. Smokers can couple the range with our recently launched Rizla Flavour Infusions, which will enable them to enjoy a familiar mentholated experience, while also providing incremental sales opportunities for retailers.

WHAT IS THE NEW PRODUCT YOU MENTIONED?

The newest addition to our portfolio is JPS Bright which has a premium two-piece white stream filter tip that reduces the harshness of the smoking experience, while allowing a full rounded tobacco flavour to flow more freely. As with the Green Filter range, the addition of a white-tipped filter and RSS paper will ensure the product resonates with menthol consumers. The range features a new, premium Virginia tobacco blend that has tested positively with consumers. The unique quality blend offers a rounded taste profile that is less bitter than traditional Virginia blends and designed to suit the taste palates of menthol smokers. The new range will be rolling out soon in super king size packs of 20 sticks with an RSP of £9.65.

WHY HAVE YOU CHOSEN TO EVOLVE EXISTING BRANDS RATHER THAN CREATE NEW ONES?

Brand loyalty has always been a strong purchase driver in tobacco and our research shows that 82% of menthol and crushball smokers will remain with their usual Factory Made Cigarettes brand, while 70% are expected to switch to a smooth or full flavour variant from today. As a globally recognised brand, with the 2nd highest market share of the economy sector in the UK, the house of JPS is well positioned to leverage its brand recognition through the launch of JPS Bright. Providing premium quality at an economy price point, JPS Bright provides the perfect alternative for menthol consumers from a brand they can trust.

WHAT DO YOU THINK THE FUTURE HOLDS FOR TOBACCO NOW THE BAN IS IN PLACE?

We’re already seeing many adult smokers shift their purchasing habits between segments and expanding the range of nicotine products they buy to suit their lifestyle, and we expect the menthol ban to accelerate this trend further. It will take time for shoppers to settle on the right product for them so stocking a broad range covering all the different nicotine segments is key so they have ample choice available. However, it’s even more important that retailers and their staff understand the products they are selling so they can offer informed advice to their customers and help them find the right product for their needs.