Sterling taps into super value

31 October, 2008

Gallaher is moving its Sterling brand into the "super value sector" with new price -marked packs.

King Size 20s will retail for £4.20 and Superkings will retail for £4.25, down from £4.50 and £4.59 respectively.

The move is designed to help retailers "at a time of economic instability and when adult smokers will be looking for more value for their money", according to the company.

Head of communications Jeremy Blackburn added: "This is not a time to over burden retailers with extra stock and facings, which is why we have made this change to our existing Sterling brand."

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