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Friday, 21 November 2008 |
 Gallaher is to launch an extension to its premium lower-tar Silk Cut range of cigarettes - Silk Cut Menthol.
Launched nationally into all channels from 1 December 2008, Silk Cut Menthol will initially feature a limited-edition over-printed film design.
According to AC Nielsen figures, one in every 15 cigarettes smoked in the UK is menthol and the segment now represents a 6.7% share of the market - an increase of 39% since 2001.
Gallaher said Silk Cut Menthol was being launched in response to this trend.
The Silk Cut range enjoys an overall market share of 5.2%, and 15.8% of the premium sector. It has grown its share of the premium segment by 1.1% over the past four years.
Six out of 10 Silk Cut smokers are women, as are 80% of menthol smokers.
At an RRP of £5.66, Silk Cut Menthol will complement the existing brand portfolio that includes Silk Cut Purple, Silk Cut Silver, Silk Cut Blue and recently launched Silk Cut Superslims.
It will launch initially in king size 20s only. Gallaher says they will deliver retailers over 40p cash margin per pack, a profit on return of 8.3%.
Gallaher gantries will be supported with an A5 Silk Cut Menthol graphic.
Gallaher believes Silk Cut Menthol can capture almost one-third of the premium menthol market in the UK in its first year.
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