Independent retailer Spar is replacing its own-label cigarette brand Spar with a new product launch, called Midas.
The move is being seen as part of the general trend among retailers, which are distancing their corporate brands from cigarettes, because of the increasingly negative associations with tobacco in the UK.
However, Keith Webb, Spar trading director, says: “An exclusive brand name offers us the opportunity to be much more creative with our marketing.
“For example, if you use the Spar name, you are locked into using the corporate colours of red and green for the packaging.”
Midas will launch in gold packaging in packets of ten and 20 on October 6, backed by in-store promotional activity. It will be priced in the economy sector, but sold at a slightly higher price than Spar’s other cigarette brand Sky.
Japan Tobacco, which markets the brand Mild Seven overseas and owns Manchester Tobacco, is believed to be the manufacturer producing the new product exclusively for Spar.
The retail chain is increasing its own-label activity this autumn. Besides the cigarette launch, own-label ranges of ready meals, cakes and cut flowers are about to be unveiled.