Imperial Tobacco is excited to announce the extension of its popular Players range with the launch of Players Max to enable retailers to cater to the ongoing demand for value tobacco.
Available to buy now across all independent, wholesale and grocery channels, Players Max features cigarette sticks that are 12% longer in size[i] and contains a new intense blend, a popular and preferred choice in our consumer testing thanks to its full tobacco taste[ii].
The new variant also features a modern and stylish, bevelled-edge pack which feels more robust and firmer in hand[iii]. With an RRP of just £10.50*, £1.35 less than Players’ standard Kingsize format[iv], the new launch provides an enhanced smoking experience at a low price point*, making it a must-stock for retailers looking to cater for modern smokers seeking full-strength tobacco taste and great value.
Tom Gully, Imperial Tobacco’s Head of Consumer Marketing UK & Ireland commented: “We’re excited to be extending our popular Players portfolio with the launch of Players Max. With 68% of tobacco sales now in the lowest price sector[v], stocking Players Max will enable retailers to further capitalise on the rising demand for value tobacco by offering adult smokers a new cost-effective option from a well-known, trusted brand.”
*Based on ITUK MRRP as at November 2023. For the avoidance of doubt, customers are free at all times to determine the selling price of their products.
[i] Compared to standard Kingsize as of November 2023
[ii] Best performing test product under the Players Upstream Research 2022
[iii] vs Players Real Red Kingsize (ITUK research: consumer perception of product feeling firmer in hand vs standard pack format)
[iv] Compared to standard Kingsize as of November 2023 based on retailers selling at ITUK MRRP
[v] ITUK internal estimates Report on Trade – October 2023
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