Imperial Tobacco has announced the launch of New Crush variants for two of its leading brands, L&B Blue and JPS Players. Designed specifically with ex-crushball consumers in mind, the latest innovations present retailers with fresh opportunities for growth in the wake of the menthol ban.

Rolling out in stores from the end of October, the New Crush variants will benefit from various new product features developed to appeal to former crushball smokers. These include a unique filter that delivers a cooling sensation during smoking, as well as a white-tipped firm filter that retains its shape and structure until the end of the smoke. Both JPS Players and L&B New Crush variants will be available to buy in packs of 20 cigarettes at an MRRP of £9.30*, with 10 packs per outer.

Chris Street, Market Manager UK at Imperial Tobacco comments: “Since the arrival of the menthol ban, former crushball consumers have been trialling different options before settling on their product of choice but many are yet to find the right product to suit their nicotine needs. Our New Crush variants have been designed specifically with these consumers in mind, providing all the familiar features without the crushball, from two of our leading brands.

“L&B Blue commands a sizeable share of the total Factory Made Cigarettes (FMC) category with 11% and JPS Players is even stronger with 18% market share, earning it the accolade of the No.1 FMC brand in the UK[i]. With lots of consumers still looking for the best product fit for them, these latest innovations from the UK’s biggest brands will give retailers the perfect propositions to meet demand.”

* Retailers are free at all times to determine the selling prices of their products.

For more information, visit www.imperialbrandsplc.com

[i] ITUK Internal Estimate, October 2020

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