Imperial Tobacco is marching to a new beat with the launch of Drum Additive-Free tobacco from March 13.
Retail sales of additive-free RYO tobacco have more than trebled over the past three years creating a significant opportunity Imperial said.
At 15% the new Roll Your Own (RYO) tobacco has a much lower moisture level than traditional variants, negating the need for additives to keep it fresh.
Extensive consumer research identified Drum, which is sold in 45 different countries, as the right brand to launch an additive-free variant.
Imperial Tobacco is also unveiling a consumer site www.drum-tobacco.co.uk.
Plain stock and price-marked 12.5g packs will be available at £3.60 RRP and £3.56.