JTI is aiming for organic growth with the launch of Amber Leaf Signature Blend.

The brand’s unique, Brazilian blend, which contains organically-grown tobacco leaf, is a European first for the roll your own category and a world first for JTI. 

Available from August 1, it will come in two pack formats, a 10g ‘3 in 1’ crush proof box including papers and filters, as well as a 20g pouch with papers. Both 10g and 20g variants will be available in price-marked packs, at £3.65 and £6.99 respectively. It’s the third product in the Amber Leaf portfolio, joining original Amber Leaf and Amber Leaf Blonde.

Jeremy Blackburn, head of communications at JTI, said Signature Blend has been introduced to the Amber Leaf range to meet the demand from more than 70% of existing adult smokers for an organically-grown tobacco.

“Amber Leaf Signature Blend is a unique proposition in an RYO market that continues to perform strongly,” he said. “Allowing retailers to respond to the growing market for hand-rolling tobacco, its addition to the house will enhance the range and strengthen the brand. Retailers should make sure their tobacco gantry is stocked with the full range to ensure they maximise profits.”