Imperial Tobacco’s Golden Virginia Smooth brand has been dramatically re-positioned to better differentiate it from the premium priced Golden Virginia range, which has also been re-branded as Golden Virginia Classic.

Now known as GV Smooth, the vibrant new yellow packs have also moved from a landscape to portrait design.

Adult smokers had previously failed to understand the difference between the two roll your own (RYO) tobacco brands, a fact which was preventing Imperial Tobacco from claiming its “fair share” of the growing RYO market, the company said.

The mid-priced GV Smooth will continue to be available in 12.5g, 25g and 50g pack sizes, with papers included in the 50g pack.

The RRPs for GV Smooth will remain unchanged.

The new pack designs will be available from mid-March.

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