UK: STG launches “super value for money” cigars

STG UK (Scandinavian Tobacco Group UK) has announced that it is to launch its new Break brand of cigarillos with which it is aiming to open up a new super value for money (SVFM) segment in the cigar category.

Break Filter Cigarillos, which will be available from May, are claimed to offer a smooth filtered smoke. The mini cigars are described as coming with an inbuilt filter as well as an Ecuador wrapper made from natural tobacco leaf. The product will be available in three varieties: Silver, Blue, and Menthol.

Head of marketing for STG UK, Alan Graham, commented: “During the last three years, we have seen Little Cigars become incredibly popular in Europe. So popular in fact that they are now the fastest growing tobacco sub-category in Europe with 3.45bn sold in 2013. We expect this trend to continue in the years to come as price continues to be a focus for many smokers which is why we are launching this new sub-category into the UK market. As a Super Value for Money range, which is cheaper than the cheapest cigars and cigarettes on the market, Break Little Cigars directly respond to this trend with a contemporary proposition that will hold great appeal for price sensitive smokers.”

The product will be sold at £4.59 ($7.67) for a pack of 17, meaning the cost of each cigarillo is approximately 27 pence ($0.45).

Source: Talking Retail