Imperial has launched a new low-price UK cigarette brand, Windsor Blue.

It comes at the same time as Gallaher’s nationwide roll-out of Sterling and according to Morgan Stanley analysts may hence raise temporary concerns about an increase in competition in the UK market.
They rate Imperial’s launch as a sensible move to protect the bottom of the market, assuming that Imperial apparently bought this former Co-op own brand last year. The brand was launched nationally on Monday, and will be available at £ 3.90 for King Size and £ 3.95 for Superkings variants, just a little under Gallaher’s Sterling, which is £ 3.99 for the Superkings version.
Imperial’s next cheapest brand, Richmond, retails at £ 4.11 in the King Size version. Richmond was very successful, reaching an 8 per cent share within two years of being launched. (ms)