This December, JTI is launching the UK’s first capsule filter cigarette – Silk Cut Choice. Available across all channels in a King Size 20s pack format, Silk Cut Choice is an example of how JTI is continuing to innovate and invest in its portfolio of UK brands.
By crushing a mentholated capsule embedded in the cigarette filter, with Silk Cut Choice, adult smokers can now individually tailor their smoking experience by deciding when they release menthol flavour – at the start, during, or towards the end of smoking the cigarette or not at all.
Jeremy Blackburn, JTI’s Head of Communications, says, “Silk Cut Choice offers adult smokers on-demand menthol via the latest innovation in the tobacco market. By placing a menthol capsule in the filter this gives adult smokers the opportunity to customise their smoking experience.”
The premium cigarette sector accounts for a substantial 23% share of the total cigarette market and provides retailers with a valuable profit opportunity. On average, a pack of Silk Cut generates 65% more profit for the trade than that of a value brand.
Silk Cut has an 18.6% share of the premium cigarette sector, and has grown every year for the last nine years. The menthol segment currently represents 7.8% of the total UK cigarette market and is also continuing to grow.
Silk Cut are an dot cotten fags, made for grannies