80p per pack reduction makes Mayfair Gold JTI’s cheapest RMC offering
JTI (Japan Tobacco International), the UK’s leading tobacco manufacturer, has announced a price reposition of its Mayfair Gold ready-made cigarettes from an RRP* of £13.30 to £12.50 for a pack of 20.
Since it’s launch in October 2023, Mayfair Gold has achieved remarkable success, securing the top spot as the UK’s fastest growing new brand in 2024[1]. This has generated an impressive retail sales value of £94.4M[2]. This new price adjustment positions Mayfair Gold as JTI’s most affordable ready-made cigarette offering, giving retailers the opportunity to stock a trusted, premium Virginia blend tobacco brand at a competitive price.
The RRP* reduction is especially timely as the Ultra Value segment continues to lead in market share growth3, now comprising 17.9%[3] of the total tobacco market. By offering Mayfair Gold at RRP* of £12.50, retailers can capitalise on this upward trend, meeting consumer demand while enhancing their sales potential.
Mark McGuinness, Marketing Director at JTI UK, commented, “We’re incredibly pleased with the performance of Mayfair Gold since its launch, and this price repositioning further strengthens its appeal. With a reduction on the RRP* of 80p per pack, we are making the brand even more accessible to shoppers, while providing retailers with an excellent opportunity to increase sales.”
He continued, “As costs continue to rise and consumer budgets tighten, we remain dedicated to offering retailers top-quality products at the most competitive prices, ensuring they can maximise their profit opportunities.”
This price repositioning follows the successful introduction of Mayfair Gold Rolling Tobacco into the Ultra Value category in September 2024, underscoring JTI’s ongoing commitment to innovation and meeting consumer preferences.
For more information on Mayfair Gold, retailers can look out for branded wobblers in wholesale depots, speak to their local JTI UK Business Advisers or call the help desk on 0800163503. Retailers can also visit www.jti360.co.uk for further information.
*Retailers are of course free to sell JTI products at whatever price they choose
*RRP – Recommended Retail Price effective 20/01/25. You are of course at all times free to sell JTI products at whatever price you chose.
[1] Circana Marketplace, Ext Independents and Symbols, Volume YTD to 10/11/24, based on new brands launched in the past 12 months.
[2] Circana Market Place, Value Sales, Mayfair Gold, Total UK, September 2023 to November 2024
[3] Circana Market Place, Volume Share, Total Tobacco Category, Total UK, over the last 12 months to November 2024 (based on slope calculation)
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