Imperial Brands is set to launch its cigarette brand Paramount in Northern Ireland. Available in independents from October, Paramount enjoyed huge success when it launched in England, Scotland and Wales last year.
Available in both full flavour king-size and super king-size formats and featuring premium, full-flavour Virginia sun-ripened tobacco, Paramount has maintained a competitive RRP of £12.50* for the launch into Northern Ireland, making it an attractive choice for a wide range of adult smokers while still offering a strong margin for retailers.
Since its launch in the rest of the UK last year, Paramount quickly gained market share and became the fastest-growing cigarette brand in FY25[1]. The brand has enjoyed particular success in independent stores,[2] where it has achieved more than 5% market share[3], with customers already demonstrating brand loyalty through repeat purchase.
Its success, particularly in a dark market, reflects the growing demand for value options in the UK with the value sector now representing nearly 37% of the UK cigarette market[4]. In Northern Ireland the value sector has also grown by 18% over the last year alone[5].
Shirley Soccio, Head of Consumer Marketing UK & Ireland at Imperial Brands, stated: “The development of Paramount is a reflection of the continued demand for value products which do not compromise when it comes to quality. Many smokers of value products are open to trying new brands if the price is right, and Paramount has already established itself as our best value product in the rest of the UK. This follows on from exceptional success in continental Europe too, and we are confident it will become equally popular in Northern Ireland.”
For further information, visit https://www.imperialbrandsplc.com/brands-of-choice.
*Based on ITUK RRP as at September 2025. For the avoidance of doubt, retailers are free at all times to determine the selling price of their products.
[1] IMB Report on Trade Jan 2025
[2] EPOS data: KA (P1&P2) and Indies, May 2025
[3] ITUK EPOS data UK independents, Nov 24 – Aug 25
[4] ITUK Report on Trade July 2025
[5] ITUK Northern Ireland EPOS data, June 24 – June 25
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