Roll up for Kensitas Club RYO launch

JTI launches Kensitas Club Rolling Tobacco to tap into growing value trend


  Scotland’s fastest growing cigarette brand[1], Kensitas Club, has announced the launch of its first rolling tobacco offering, arriving on shelf in August.


The new Kensitas Club Rolling Tobacco will enable retailers to maximise sales in the RYO category, which is now worth almost £2.6billion[2] and growing 7% year on year[3]. Launching at a competitive price point of £10.90 for a 30g pouch and £17.80 for a 50g pouch, JTI’s lowest priced rolling tobacco will also help retailers to capitalise on the increasingly popular Value RYO segment, which has gained 15% share since April 2015[4].


Available across all channels in 30g and 50g pouch formats, the Kensitas Club RYO launch also aligns with recent trends that have seen an increased share for pouch formats and the 50g size[5].


The RYO launch follows successful updates to the Kensitas Club RMC range earlier this year – the introduction of a lower RRP of £8.00 and the addition of a Superking variant. These updates both met consumer demand for Ultra Value products and boosted sales for retailers, resulting in a 950% increase in volume since January[6].


Ross Hennessy, Head of Sales at JTI UK, comments: “The re-launch of Kensitas Club earlier this year was hugely successful, and this latest extension to the range will allow retailers to capitalise on this sales momentum as well as tap into Scotland’s growing RYO segment, that is now worth an estimated £187 million[7]. Value rolling tobacco now makes up 37.6%[8] of RYO volume in Scotland and we are confident that the launch will provide retailers with a competitive product for the existing adult smokers in this segment and in turn drive incremental sales.”


For more information on the Kensitas Club portfolio and its range, retailers should speak to their local JTI representative or call the help desk on 0800 112 3401. Retailers can also visit for further information, support and guidance on tobacco and e-cigarette vaping.


[1] Nielsen Market Track January 2018 to June 2018 (based on slope calculation)

[2]Nielsen Market Track MAT June 2018

[3] Nielsen Market Track MAT June 2018 vs. MAT June 2017 (Increase in Sales Value)

[4] Nielsen Market Track June 2018 vs. July 2015

[5]Nielsen Market Track MAT June 2018 vs. MAT June

[6] Nielsen Market Track June 2018 vs. January 2018

[7]Nielsen Market Track MAT June 2018

[8] Nielsen Market Track June 2018

Author: kimbarnard

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