John Player Imperial Streams

Imperial Tobacco has announced three innovative enhancements to its bestselling JPS factory made cigarette (FMC) range.

Launching nationwide in early 2018 will be the new JPS Real Blue Filter Upgrade, JPS Silver Stream and JPS Green Edge.

The JPS Real Blue Filter Upgrade is a ‘Firm Filter’ technology which will be applied to all JPS Full Flavor variants. A premium feature in an economy sector brand, the upgraded filter enhances the smoking experience by retaining the perfect shape, a key feature requested by consumers.

JPS Silver is to become ‘JPS Silver Stream’ as the product’s previous filter tip is superseded by the ‘smooth filter’, featuring unique flow channels that deliver an exceptionally smooth taste experience. New JPS Silver Stream also features paper designed to create less smoke.

JPS Green is to become ‘JPS Green Edge’ and will feature a menthol inner liner within the packaging that is more effective at transferring flavor to the cigarettes than traditional menthol tips, helping deliver the ultimate menthol smoking experience.

The new developments will all be available from January 1 in both King Size and Super kings

Imperial Tobacco brand manager Stephen Phillips said: “These innovations to the JPS portfolio demonstrate how Imperial is leading the way in the tobacco category, delivering sophisticated product innovation in a post-standardized packaging environment that meets the needs of our consumers and delivers continued profitability to our retailers.

“JPS is a key brand in our portfolio, with its variants currently commanding an overall FMC sector share of over 5% ( ITUK Estimates, September 2017). We’re confident that JPS Real Blue, JPS Silver Stream and JPS Green Edge will be ‘must stocks’ in UK retailers’ gantries.”