Additive-free tobacco brand Natural American Spirit is planning to brighten up retailers’ sales with a new pack design and a huge distribution drive.

Cigarette and roll your own packaging has been revamped using bolder colours and a unified design to improve their standout in the gantry. The RYO packs are available now, while the new cigarette packs will follow in March/April.

Natural American Spirit owner Santa Fe Natural Tobacco Company said it would be targeting the independent convenience sector to triple the brand’s distribution this year.

Alan Graham, general manager at Santa Fe, said it plans to increase the brand’s RYO distribution from just under 11,000 stores to 16,500, and get Natural American Spirit cigarettes stocked in 7,500 shops. As part of its plans it will introduce smaller outers of 100 to ease costs for retailers.

“Independent and symbol group retailers are helping to lead volume growth of the brand and will do a high percentage of sales in this market,” he said, “but we’re looking to increase distribution a lot and target more areas outside of London where Natural American Spirit already performs well.”