Imperial Tobacco has repositioned Embassy as a value-for-money product to meet the needs of shoppers seeking cheaper tobacco.

Embassy will be available to retailers in King Size 20s with an RRP of £9.35, in Red and Bright Blue varieties. The RRP of Embassy Filters will stay the same at £11.95.

The move comes two months after the manufacturer increased the price of its 20s cigarettes, including Lambert and Butler, JPS and Embassy, by 35p. Across its rolling tobacco brands such as Golden Virginia and Drum, 30g packets increased by 50p and 50g packets by 80p.

Tom Gully, brand planning manager at Imperial, said: “Crucially, this repositioning doesn’t involve any changes to the packaging or the cigarette itself. However, the competitive new price will appeal to smokers seeking premium quality at an affordable price.”

Looking at the wider tobacco market, there has been a noticeable shift toward value-for-money brands, with JTI and Imperial releasing new value lines.

In June 2018, Imperial launched JPS Players Superkings Crushball and L&B Blue Superkings Ice Crushball with an RRP of £8 each.

Last month, JTI also launched a new value-for-money e-liquid range under its Logic brand, Equip, with an RRP of £2.50 per liquid.

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