Spar own-label cigarettes replaced by branded line

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here