Scandinavian Tobacco Group is breaking into a new sub-category for the UK tobacco market.

Break little cigars will launch in mid-May, offering smokers a “super value-for-money” cigar – a cheaper alternative to value-for-money cigarettes. The little cigars have an inbuilt filter with an Ecuador wrapper made of natural tobacco leaf to ensure a milder taste than most machine-made cigars.

The range comes in three variants, Blue (full flavour), Silver (smooth flavour) and Menthol, RRP £4.59 for 17.

They will have the cheapest price per stick in the cigar and cigarette categories, and will be available in both price-marked and non-price-marked packs. Retailers will receive a margin of more
than 10%.

The range will be aimed
at price-sensitive cigar and cigarette smokers who are willing to sacrifice brand and taste preference.

Alan Graham, STG head of marketing, said little cigars have become incredibly popular in Europe over the past three years. “To state that little cigars is the fastest-growing category in cigars is an understatement,” he said.

“We expect this trend to grow as price continues to be a focus for many smokers, which is why we are launching this sub-category into the UK market.”

He added that STG hoped the launch would help turn around the cigar category as a whole, which is in decline.

“With the next 12 months a crucial time for the tobacco category, retailers should stock up on the new range now to attract new customers to this new sub-category range ahead of the display ban next year,” he said.