Sovereign Blue RRP changes to join ‘ultra-value’ offering

The new RRP of a Sovereign Blue 20 pack will move to £10.65 this month. RRP changes will also be made to the range’s King Size, Super Kings and Sky Blue King Size products.

The tobacco and vaping company said this reposition will align Sovereign Blue with its ultra-value offerings, which includes Mayfair Silver and Kensitas Club. The change comes as part of a pricing restructure across JTI’s product portfolio.

Mark McGuinness, marketing director at JTI UK, said: “Price is an important purchasing factor for existing adult smokers and 80.5% of all sales volumes are currently in the value or ultra-value RMC and RYO sector.  

“We’ve brought Sovereign Blue in line with our other ultra-value options to provide more choice of well-known brands to consumers at this end of the market. Shoppers will still receive the same high-quality Sovereign Blue product, whilst retailers can maximise the sales opportunity by offering this heritage brand at a new value RRP.”