JTI is aiming to spark more cigarette sales for retailers by extending its Sovereign range with the launch of Sovereign Menthol Superkings. 

The new variant is being launched early next month to build on the success of the Sovereign house, which JTI introduced to the market last year. The launch will be available in 19s, RRP £6.50, in both price-marked and non-price-marked packs. 

The company said Sovereign Menthol Superkings respond to the increasing number of existing adult smokers looking to the value segment to provide a full product range. 

“Sovereign Menthol Superkings is an incredibly well positioned offering, meeting three important criteria for a successful launch: a relevant product, at a value price from a credible British tobacco brand,” said

Jeremy Blackburn, head of communications at JTI.

“Alongside the existing Sovereign House, which continues to exceed expectations as the UK’s fastest-growing cigarette brand, Sovereign Menthol Superkings is a must-stock product for retailers.”