Imperial Brands launches new Paramount cigarette in the UK

Imperial Tobacco (presently renamed as Imperial Brands PLC) is launching its Paramount cigarette make in the United Kingdom following its success in Germany where ever since its introduction it has been the fastest-growing make of cigarettes in popularity.

The company’s decision to introduce and launch Paramount cigarettes in the UK reflects the expansion of the economy sector for cigarettes and increasing demand for lower prices in the country for cigarettes, where it represents 30% of the relevant market and has grown by 5% over the past year.

The newly introduced cigarettes to the UK market will cost from £11.50 to £12 depending on where you buy and will circulate in both king size 75 mm and super-king size 100 mm length. It remains to be seen if both options will also be available in lights and regular strength.

Imperial Brands PLC (formerly known as Imperial Tobacco PLC) UK and Ireland consumer marketing director Yawer Rasool said that “Paramount is a top choice for value-seeking consumers. The brand is available in both full flavour king-size and super king-size formats, catering to a wide range of UK smokers. The demand for value products that still offer high quality continues to grow. Paramount will be our best value product in the UK market – synonymous with great value and proven success on the Continent. Many smokers of value products are open to trying new brands if the price is right. Given its success in key European markets, we anticipate strong demand for the Paramount brand across the UK.”