UK Cigarette Brands: A Complete Guide to Types and Varieties

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Here at McGahey The Tobacconist, we stock one of the most comprehensive ranges of cigarette brands available from a UK specialist retailer. This guide is a factual, encyclopaedic reference to the major cigarette brands sold in the United Kingdom: their manufacturers, key variants, formats, and characteristics.

It is not a recommendation to smoke, and it does not rank brands by quality or price. It is the kind of plain, honest information that adult smokers typically want when they are trying to understand what is available and how the products differ. For pricing information, see our cigarette prices guide [link to other brief].

Contents

• An overview of cigarette brands available in the UK
• Marlboro: the world’s most widely sold cigarette brand
• Benson & Hedges: a British classic
• Lambert & Butler: Britain’s everyday cigarette
• Sterling: affordable and widely available
• Vogue: slim-format cigarettes
• Richmond: budget superking
• Other cigarette brands available in the UK
• Cigarette formats explained: king size, superkings, slims, and more
• Resources
• Frequently asked questions

An overview of cigarette brands available in the UK

The UK tobacco market is notably smaller in brand variety than many international markets. That is largely by design. A series of regulatory changes over the past decade has shaped what appears on shelves and how it looks when it gets there.

The most visible change came with the introduction of standardised packaging. Under the Standardised Packaging of Tobacco Products Regulations 2015, all cigarettes sold in the UK must be presented in plain packaging: a uniform dark olive-brown colour, no brand colours, no logos on the exterior, and standardised font for the brand name. The rules came fully into force in May 2017, following a transitional period. The result is that every cigarette pack on a UK shelf looks, at a glance, broadly the same. Despite this, brands remain entirely distinct in name, variant, and character. Smokers familiar with a brand have no difficulty identifying what they are buying.

A second significant regulatory event was the ban on menthol-characterised cigarettes under the Tobacco and Related Products Regulations 2016 (TRPR) and its subsequent amendment, which came into effect in May 2020. Traditional menthol cigarettes, where the whole cigarette was characterised by a menthol flavour, are no longer legally sold in the UK. Crushball or capsule cigarettes, which contain a breakable bead in the filter that the smoker may choose to activate, remain legal because the base cigarette is not itself characterised by menthol until the capsule is used. We explain this in more detail in the Sterling section below.

The table below provides a quick-reference overview of the main brands covered in this guide.

Brand	Manufacturer	Key UK variants	Format
Marlboro	Philip Morris International	Gold, Red, Touch, Silver Blue, Ice Blast	King size / Superking
Benson & Hedges	Japan Tobacco International (JTI)	Gold, Blue, Silver, Sky Blue	King size / Superking
Lambert & Butler	Imperial Brands	Silver, Blue, Bright, Crushball	King size / Superking
Sterling	Japan Tobacco International	Dual, Dual Superking, Superkings Green, Blue	King size / Superking
Vogue	British American Tobacco	Bleue, Compact Bleue	Slim / King size
Richmond	Imperial Brands	Superkings Green, Green Filter, Red Superkings	Superking
Karelia	Karelia Tobacco	Slims, various	Slim / King size
Mayfair	Japan Tobacco International	King size	King size
JPS (John Player Special)	Imperial Brands	Silver, Blue, various	King size / Superking
Dunhill	British American Tobacco	Limited UK variants	King size

Marlboro: the world’s most widely sold cigarette brand

Philip Morris International has manufactured Marlboro since 1924. In the UK, the brand is distributed through the company’s established trade network and holds a strong market presence across its variant range.

Marlboro Gold is widely reported as the most purchased Marlboro variant in the UK. It is available in both king size and superking formats, with a character that smokers typically describe as lighter and smoother than Marlboro Red. The declared tar and nicotine figures for all UK cigarettes are regulated under the TRPR and available through official manufacturer notifications; we do not reproduce specific figures here as they are subject to periodic update. Marlboro Gold is available from our Marlboro cigarettes page.

Marlboro Red is the original full-flavour Marlboro formulation, and the variant with which the brand built its global reputation. It is a king size cigarette with a notably fuller character than Gold. Among smokers who prefer a more pronounced tobacco character, Red has maintained a loyal following in the UK market for decades.

Marlboro Touch occupies a lower tar and nicotine profile within the Marlboro range, while remaining a king size format. It is one of the variants from this brand that consistently attracts search interest in the UK, which suggests a meaningful number of smokers actively seek it by name when comparing options across the range.

Marlboro Silver Blue sits at the lighter end of the Marlboro portfolio, with a character that smokers typically report as mild.

Marlboro Ice Blast is a capsule variant: it contains a breakable bead in the filter, allowing the smoker to activate a cooling sensation if they choose. Following the 2020 TRPR changes, capsule variants of this type remain legal in the UK, provided the base cigarette is not itself characterised by a flavour. Ice Blast is distinct from the pre-ban Ice Boost and other menthol-characterised Marlboro variants that were withdrawn from UK sale in 2020.

“When customers ask us about the Marlboro range, the most common question is the difference between Gold and Red,” says our in-house specialist. “Gold is broadly the everyday choice for Marlboro smokers; Red is for those who want more weight and presence in the smoke.”

Benson & Hedges: a British classic

Benson & Hedges has a long association with the UK market. The brand was acquired by Japan Tobacco International (JTI) through its purchase of Gallaher Group in 2007, and has remained in UK distribution as one of the more recognisable names among British smokers.

B&H Gold is the flagship variant, widely described by smokers as mild to medium in character. It is a king size cigarette. Since standardised packaging came into force in May 2017, the gold livery that defined the brand’s visual identity for generations no longer appears on the pack exterior; the brand is identifiable by name and product label only. The full range of B&H variants is available from our Benson & Hedges product pages.

B&H Blue offers a slightly different profile within the range, also in both king size and superking formats. Smokers who find Gold slightly full for their preference frequently report moving toward Blue.

B&H Silver sits lighter in character again, providing a third tier within the range for those who want the brand association with a reduced tar and nicotine profile.

B&H Sky Blue is the lightest variant in the current UK B&H range, in superking format.

One point worth noting for newer smokers: the removal of brand colours under standardised packaging does not mean all B&H variants look identical across the range. Each variant carries its variant name clearly on the pack, and any retailer worth their trade can identify a product at a glance.

Lambert & Butler: Britain’s everyday cigarette

Lambert & Butler, manufactured by Imperial Brands, has been among the most widely purchased cigarette brands in the UK for many years. Industry-reported sales data consistently places it in the upper tier of UK brand volume, though precise rankings vary by data source and period.

The brand’s strong position is closely tied to its superking format and its pricing bracket, which sits at the accessible end of the mainstream market. Smokers frequently describe L&B as a no-nonsense, reliable everyday cigarette: it does what it says, in a familiar format, without complication.

L&B Silver (also referenced as L&B Original Silver) is the core variant and the one most associated with the brand’s sales presence. It is a superking (100mm) cigarette. The superking length is particularly associated with value-oriented UK brands; it provides a longer smoke and has built a loyal following among smokers who prefer the format.

L&B Blue offers a different character to Silver, available in both the king size & superking format. Smokers who describe Silver as slightly full for their preference often move to Blue as their everyday choice.

L&B Bright is a lighter-character variant within the range, also in superking format.

Lambert & Butler also produces crushball variants, with a breakable bead in the filter. These remain legal under current UK regulations, as the base cigarette is not characterised by menthol flavour prior to capsule activation. Our full L&B range is listed on the Lambert & Butler product pages.

Sterling: affordable and widely available

Sterling is manufactured by Japan Tobacco International (JTI) and occupies the value end of the mainstream UK cigarette market. It has built a particularly strong following among smokers who want a reliable cigarette at a price point that reflects day-to-day affordability.

Sterling Dual is the most actively sought Sterling variant in the UK. It is a crushball cigarillo (sold commercially as Sterling Dual Capsule Leaf Wrapped, with a leaf wrapper that classifies it outside standard cigarette regulations): it contains a breakable bead in the filter that, when the smoker squeezes the filter, activates a cooling capsule. Before the capsule is activated, Sterling Dual is a standard cigarette; after activation, the smoker experiences a cooler, fresher sensation.

This distinction matters because of the regulatory context. The Tobacco and Related Products Regulations 2016 (TRPR) prohibit the sale of cigarettes with a characterising flavour in the UK. Traditional menthol cigarettes, where the entire product was characterised by a menthol taste, were banned from UK sale in May 2020 under a TRPR amendment. Crushball cigarettes like Sterling Dual are not banned because the base cigarette is not itself characterised by menthol: it is only when the smoker actively breaks the capsule that the cooling effect is introduced. The regulatory distinction turns on the product’s baseline character, not on what the capsule contains.

Sterling Dual Superking provides the same crushball format in a 100mm superking length, for smokers who prefer a longer cigarette.

Sterling Superkings Green and Sterling Blue complete the mainstream Sterling range in the UK. Blue is a standard (non-capsule) superking cigarette.

For smokers comparing value brands, our cigarette prices guide gives a broader context on UK tobacco pricing across brands and formats. The full Sterling range is available from our Sterling product pages.

Vogue: slim-format cigarettes

Vogue is manufactured by British American Tobacco and occupies a specific niche in the UK market: the slim and superslim format. Vogue cigarettes are narrower in diameter than standard king size or superking cigarettes, and are associated with a lighter overall smoking experience.

Vogue Bleue is the current core UK variant. It is a superslim cigarette with a lighter character than mainstream king size products. 

Vogue Compact Bleue provides the same superslim format in a slightly shorter length, for smokers who prefer a shorter smoke.

A note on Vogue Menthe: Prior to May 2020, Vogue Menthe was available in the UK as a menthol-characterised superslim cigarette. Following the TRPR ban on characterising flavours, Vogue Menthe in its original form is no longer legally sold in the UK. BAT has not introduced a capsule variant under the Vogue brand into the mainstream UK market in the same way that some other brands have, though product availability can vary by retailer and market period. We recommend checking our current listings for the most up-to-date Vogue availability.

The full current Vogue range stocked by us is listed on our Vogue cigarettes page.

Richmond: budget superking

Richmond is manufactured by Imperial Brands and is one of the longest-established budget cigarette brands in the UK market. It is strongly associated with the superking format and has maintained a consistent presence at the value end of the market for many decades.

Richmond Superkings Green is the most commonly referenced Richmond variant. It is a superking (100mm) cigarette. The “Green” designation reflects its position within the brand’s range rather than a flavour characteristic; it is a standard, non-menthol cigarette.

Richmond Green Filter is a related variant within the same range tier.

Richmond Red Superkings provides a fuller character option within the Richmond superking portfolio.

Richmond has a loyal following among smokers who prioritise the superking format and prefer a straightforward, unpretentious cigarette at an accessible price point. It is the kind of brand that is frequently mentioned among smokers who have used it for years without much thought of switching. The full Richmond range is available from our Richmond cigarettes page.

Other cigarette brands available in the UK

Beyond the major brands covered above, a number of other cigarette brands are available in the UK, including through specialist retailers.

Karelia is a Greek cigarette brand with growing availability in UK specialist tobacconists. The brand produces both slim-format and king size cigarettes and has built a following among smokers who are interested in products from outside the main UK-owned or multinational portfolio.

Mayfair is a budget king size brand manufactured by Japan Tobacco International. It is one of the most accessible price-point brands in the UK market and is stocked by a wide range of retailers.

JPS (John Player Special) is manufactured by Imperial Brands. JPS has been in the UK market for many decades and offers several variants across king size and superking formats, including Silver and Blue tiers. It sits at the value end of the mainstream market and is widely available.

Dunhill is a British American Tobacco brand with a premium positioning. Dunhill has reduced its UK retail presence over recent years, though it remains available through some specialist retailers including ourselves. Smokers who have been loyal to Dunhill for many years are the primary audience for its current UK offering.

Lucky Strike is manufactured by British American Tobacco and has limited availability in the UK market. It is more readily associated with continental European markets, though it can be sourced through specialist tobacconists.

Park Drive and Consulate are historical UK cigarette brands. Both have very limited or no current UK commercial production and availability; they are noted here for completeness given the volume of search queries they attract from smokers who remember them, but neither should be assumed to be readily available at mainstream retail.

For the most current availability of any brand, browse our full range of cigarettes.

Cigarette formats explained: king size, superkings, slims, and more

British smokers encounter several cigarette formats, and the terminology is not always self-explanatory, particularly for those new to comparing products.

King size (84mm) is the standard UK cigarette length. The majority of mainstream cigarette brands produce their core variants in king size. It is the baseline against which other formats are typically described.

Superkings (100mm) is a longer format: approximately 19% longer than king size. The superking format is particularly common among value and mid-range UK brands, notably Lambert & Butler and Richmond. Smokers who prefer a longer smoke, or who find king size too short for their preference, frequently gravitate to superking brands.

Slims and superslims are defined by a narrower diameter rather than length, though they are often also shorter than king size. Superslim cigarettes like Vogue are noticeably narrower than standard products; smokers typically describe the experience as lighter, partly because the smaller rod diameter affects the draw. It is factually accurate to note that slim formats generally have lower declared yields than full-diameter king size cigarettes of equivalent length, owing to the reduced tobacco content.

Crushball / capsule cigarettes contain a small breakable bead embedded in the filter. The smoker can choose to squeeze the filter to break the bead and release the capsule contents. In the current UK market, these capsules typically provide a cooling or fresh sensation. The base cigarette before capsule activation is not characterised by that flavour, which is why crushball products remain legal under the TRPR ban on characterising flavours. Sterling Dual and Marlboro Ice Blast are the most widely recognised UK examples of this format.

Resources

1. UK Government, “Tobacco and Related Products Regulations 2016 (TRPR)” — the primary UK regulatory framework for tobacco product standards, packaging, ingredients, and labelling. Available at legislation.gov.uk.
2. UK Government, “Standardised Packaging of Tobacco Products Regulations 2015” — the legislation introducing plain/standardised packaging for tobacco products sold in the UK. Available at legislation.gov.uk.
3. UK Government, TRPR amendment instruments governing the May 2020 ban on menthol-characterised cigarettes and cigarettes with a characterising flavour. Available at legislation.gov.uk.
4. HM Revenue & Customs (HMRC), tobacco duty and product notification data — the source of record for declared tar and nicotine yields for cigarettes sold in the UK. Manufacturer notifications are filed with HMRC under the TRPR notification scheme.
5. NHS Better Health, “Quit Smoking” 

Frequently asked questions

What cigarette brands are sold in the UK? The main brands currently available in the UK include Marlboro (Philip Morris International), Vogue (British American Tobacco), Benson & Hedges (Japan Tobacco International), Lambert & Butler, Richmond, and JPS (Imperial Brands), and Sterling and Mayfair (Japan Tobacco International). Specialist retailers such as ourselves also stock Karelia, Dunhill, and Lucky Strike, though availability of smaller brands varies.

What is the bestselling cigarette brand in the UK? Precise sales data varies by retailer, reporting period, and data source. Marlboro, Lambert & Butler, and JPS are widely reported among the most widely purchased cigarette brands in the UK. Within the Marlboro range, Marlboro Gold is widely reported as the most purchased variant.

Are Marlboro cigarettes available in the UK? Yes. Marlboro Gold, Marlboro Red, Marlboro Touch, Marlboro Silver Blue, and Marlboro Ice Blast are all legal for sale in the UK and are stocked by registered UK retailers including ourselves.

What happened to menthol cigarettes in the UK? The sale of cigarettes with a characterising menthol flavour was banned in the UK in May 2020 under the Tobacco and Related Products Regulations 2016 and its subsequent amendments. Cigarettes where the entire product was flavoured or characterised by menthol were withdrawn from sale. Crushball or capsule cigarettes, which contain a breakable bead in the filter, remain legal because the base cigarette is not itself characterised by menthol prior to the smoker choosing to activate the capsule. Sterling Dual and Marlboro Ice Blast are current UK examples of this format.

Is it legal to buy cigarettes online in the UK? Yes, from registered UK retailers who comply with age verification requirements under the Tobacco and Related Products Regulations 2016 and relevant UK retail legislation. The minimum legal age to purchase tobacco products in the UK is 18. Online retailers are required to conduct robust age verification before completing a sale.

Why do all cigarette packs look the same in the UK? All cigarette packs sold in the UK must comply with the Standardised Packaging of Tobacco Products Regulations 2015, which came fully into force in May 2017. The regulations require a uniform dark olive-brown pack colour, standardised font for the brand name, no brand colours or logos on the pack exterior, and prescribed health warnings and imagery. The legislation was introduced to reduce the appeal of tobacco packaging, particularly to young people. Products remain distinguishable by brand name and variant name, which are printed in standardised font on each pack.

For up-to-date product listings, see our cigarettes category. If you are looking for a specific brand or variant, get in touch and we will let you know what we currently have in stock.