imperial richmond rebrand

Imperial Tobacco has unveiled a new pack design for its Richmond brand, which will launch in October.

The new design features prominent outer branding, which the supplier says delivers a coherent design across the range.

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Additionally, product lines have been adjusted to simplify the Richmond range, positioned within the supplier’s Value tier. Richmond Original Superkings (formerly Real Blue), Original Kingsize, Bright Superkings and Green Filter Superkings will all be available to buy in packs of 20 at an RRP of £9.25.

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Chris Street, UK market manager at Imperial Tobacco, said: “As demand for value tobacco continues to grow, many consumers are looking for a familiar brand that they know will deliver satisfaction at a low price. Some of these shoppers are increasingly moving into Roll Your Own, but as a result, they tend to buy less frequently.

“Through these latest developments, we’re helping retailers appeal to these shoppers with a brand that benefits from over 50 years of heritage and reliable quality, with value that really delivers, to inject growth into their factory-made cigarette sales.”

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