JTI is introducing a limited edition over printed film design across selected packs of Silk Cut in preparation for the brand’s 50th anniversary next year.

Available nationally in all trade channels from December, the limited edition design will carry the text ‘Sparking Conversation Since 1964’.

It will be available across packs of King Size Purple and Silver 10s and 20s, and King Size Blue 20s.

The premium cigarette segment accounts for over a fifth of cigarette sales according to JTI and Silk Cut currently holds a 19.8% share of the segment.

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