Imperial launches Embassy Signature Rolling Tobacco

Imperial Tobacco has extended its Embassy Signature range with the addition of a new roll-your-own (RYO) tobacco variety.

The new variety is available in a 30g pouch with an RRP of £15.80. Its launch comes as Embassy Signature is Imperial’s fastest-selling tobacco blend.

In support of the launch, there is a deal at select wholesalers offering £5 off an outer.

Tom Gully, head of consumer marketing UK & Ireland at Imperial, said: “We know value is a major factor for shoppers at present with many adult smokers shifting into the economy and value RYO price segments. In fact, these two price segments now collectively account for over half (54%) of all RYO tobacco sales.

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“With Imperial holding a 46% market share of these value segments and our Embassy Signature Rolling Tobacco now our lowest-priced RYO value brand, Imperial is well placed to help retailers tap into this trend.

“Rolling tobacco that benefits from the recognition of popular cigarette brands such as Embassy Signature is an important purchase driver for consumers, especially those moving into the sub-value pricing category, as they seek out the reassurance of a trusted brand. Through the launch of our new Embassy Signature Rolling Tobacco, we’re directly responding to this trend with a new launch from a familiar name that offers the same great quality and great value, but with a new RYO experience.”

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