Imperial unveils ultra low-tar L&B

Imperial Tobacco is launching an ultra low-tar version of its best selling value brand, Lambert & Butler.

Imperial claims Lambert & Butler is the first value brand to move into this category. Gallaher’s rival mid-market brand, Sovereign, is only available in a Lights version.

Lambert & Butler Ultra will be positioned to compete head-on with Gallaher’s Silk Cut Ultra premium brand – which costs about 3.42 for 20. Rolling out on October 1, L&B Ultra will undercut this significantly, priced at 2.99 for a packet of 20.

The launch will be supported by a press advertising campaign created by Mustoe Merriman Herring Levy. The new brand variant has a purple diagonal strip across the front of a white and beige striped packet.

The launch of the brand extension comes only a month after L&B’s King Size became the UK’s top-selling cigarette (MW July 16), replacing Benson & Hedges King Size. The value sector accounts for about a third of smokers and has shown considerable growth as tax hikes above the rate of inflation continue to push up the price of cigarettes.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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