Imperial Tobacco unveils Players Max

Imperial Tobacco has extended the Players range with the launch of Players Max.

Available to buy now across all independent, wholesale and grocery channels, Players Max features cigarette sticks that are 12% longer in size.

Players Max have an RRP of £10.50, £1.35 less than Players’ standard Kingsize format.

Imperial Tobacco’s Head of Consumer Marketing UK & Ireland, Tom Gully, said: “We’re excited to be extending our popular Players portfolio with the launch of Players Max. With 68% of tobacco sales now in the lowest price sector, stocking Players Max will enable retailers to further capitalise on the rising demand for value tobacco by offering adult smokers a new cost-effective option from a well-known, trusted brand.”