JTI has announced it will be repositioning its Kensitas Club Rolling Tobacco in Scotland by lowering its RRP to £11.95 for 30g 3-in-1 and £19.60 for its 50g pouch formats.

The new RRP gives the range the lowest price for a 3-in-1 rolling tobacco product in the UK and is available now across all channels in Scotland.

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Kensitas Club is the fastest-growing cigarette brand in Scotland, the supplier has said, with the decision to lower the RRP reflective of consumer demand for value roll-your-own (RYO) tobacco, which is currently leading the RYO price sector with a 50.1% market share.

The decision will also offer retailers the opportunity to tap into the brand’s growth, and retailers can benefit from a 15% profit on return in selected wholesalers when purchased at £42.32 (30g) and £69.42 (50g) and sold at RRP.

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Ross Hennessy, head of sales at JTI UK, said: “We know that for many existing adult smokers, price is a key factor when deciding what brand to purchase. By repositioning the Kensitas Club Rolling Tobacco range in Scotland, it will allow retailers to capitalise on the brand’s momentum and success over the past 100 years, as well as tap into the growing RYO segment, which now generates sales of £3.7bn a year.

“We’re confident that the price drop will provide Scottish retailers with an even more competitive product for existing adult smokers and drive incremental sales.”