CTC launches 'fruit flavoured' cigarette

The Ceylon Tobacco Company ( CTC) has launched a new cigarette, which is a line extension of their regular Gold Leaf (GL) product, in a bid to attract new segments – possibly females, analysts say.

It's a red berry flavoured cigarette and was put to the market with the intention of injecting modernity into the brand and its GL product line, an analyst said. Over the past year, CTC has been experimenting with various line extensions, some of which joined the permanent GL portfolio and some which were limited edition products, such as the GL Red which was launched in July 2017.

In terms of consumers, the new product is not specifically targeted at women, but in general towards the GL consumers or at least the more sophisticated ones who are willing to try out new flavours, similar to the menthol products, Mangalee Goonetilleke Research Analyst Asia Securities Ltd told the Business Times. “CTC will monitor the effectiveness and acceptability of this new flavoured product before it is added to the permanent portfolio,” she noted.

CTC is leading the Colombo Bourse with Rs. 208 billion in market capitalisation which is 7.7 per cent of total market capitalisation.