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Wednesday, February 1, 2012

JTI launches Benson & Hedges ‘tailoring range’

Japan Tobacco International is introducing three limited edition pack (LEP) designs for its iconic, premium cigarette brand, Benson & Hedges Gold.

Japan tobacco International
Japan Tobacco International
The three packs, which feature both intricate exterior and interior patterns of herringbone, paisley and chequered is a first for Benson & Hedges. The specialised inner frames have been incorporated in full colour adding a modern twist to the packs – blue (chequered), green (paisley) and red (herringbone).
The Benson & Hedges ‘tailoring range’ will be rolled out across all channels from 1 February. All three packs will be available for four weeks only while stocks last.
The premium cigarette sector currently accounts for 23% volume share of the total cigarette market. Benson & Hedges Gold holds an 18.5% share of the premium cigarette sector, worth £586m in annual retail sales.
Jeremy Blackburn, JTI’s Head of Communications, says: “Benson & Hedges is one of the most established brands in tobacco, renowned for its style, quality and innovation. These limited edition packs fully reflect its distinctive heritage and have been carefully tailored with this and Benson & Hedges’ existing adult smoker in mind.
“JTI continues to invest and develop a strong portfolio of brands for UK retailers and the new Benson & Hedges limited edition packs are a must-stock.”

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