Symbol group Londis has negotiated a 4p price cut on its own label cigarettes, making a pack of twenty 12p cheaper than the cheapest branded equivalent.
The move follows the purchase of the cigarettes' German manufacturer, Reemtsma, by Imperial Tobacco.
Production will now transfer from Germany to Nottingham.
Londis trading controller Gary Maloney said the price cut should kickstart the range, which has suffered as the big brands introduced economy lines and the price differential between branded and own label was eroded.
Londis is unique in the independent sector for having an own label range in a market dominated by brands, said Maloney.
"Our retailers and customers are extremely loyal to Londis cigarettes," he added.

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