Imperial Tobacco adds rolling tobacco option to Embassy Signature range

Imperial Tobacco has extended its Embassy Signature range with the launch of a new rolling tobacco variant.

Available now, the new Embassy Signature Rolling Tobacco includes Imperial’s fastest selling tobacco blend in a 30g pouch (RRP: £15.80) that comes in a portrait pouch that features a premium resealable zip lock to keep the freshness in.

To support the launch of Embassy Signature Rolling Tobacco, there will be a deal offering £5 off an outer available at wholesalers.

Head of consumer marketing UK & Ireland at Imperial Tobacco Tom Gully, said: “We’re excited to be extending our popular Embassy Signature range and continuing our innovation of the brand with the launch of our new rolling tobacco variant. We know that value is a major factor for shoppers at present with many adult smokers shifting into the economy and value roll your own (RYO) price segments. In fact, these two price segments now collectively account for over half (54%) of all RYO tobacco sales. With Imperial holding a 46% market share of these value segments and our Embassy Signature Rolling Tobacco now our lowest priced RYO value brand, Imperial is well placed to help retailers tap into this trend.

“Rolling tobacco that benefits from the recognition of popular cigarette brands such as Embassy Signature is an important purchase driver for consumers, especially those moving into the sub-value pricing category, as they seek out the reassurance of a trusted brand. Through the launch of our new Embassy Signature Rolling Tobacco, we’re directly responding to this trend with a new launch from a familiar name that offers the same great quality and great value, but with a new roll your own experience.”