The name is derived from the 100 mm length of the cigarette, which was amongst the first in the UK to be longer than the usual king size. Indeed, the term is often used to describe any cigarette of regular gauge but with additional length to a king size cigarette. Superkings packaging is marked by vertical bars of gold and black, blue, white or green designed to emphasise the increased length. The filter is light brown (white for menthol) with 2 gold circles at the base. The name and crest are printed on the cigarette near the filter. They are available in regular, light, ultra-light and menthol varieties.
Being primarily marketed towards the working-class female smoker, the brand still remains the 9th most popular cigarette brand in the UK with 3.3% of the market.