Imperial has announced the extension of its Golden Virginia range with the launch of an innovative new rolling tobacco blend, Golden Virginia Amber Blend.

The first blend to have been launched by the established brand in 15 years, Golden Virginia Amber Blend is available to buy now, and features lower moisture content from sun dried leaf that is designed to elevate the smoking experience.

Golden Virginia Amber Blend is available in a 30g pouch at an RRP of just £21.35. The new blend also benefits from a new zip click feature, ensuring freshness from the first to the last use.

Consumer marketing director UK & Ireland at Imperial Brands Yawer Rasool said: “With many consumers looking to save money, we’ve seen RYO product sales within the value price sector increase by 8% year-on-year, making it the fastest growing segment. Despite this, the premium price sector still holds the largest share of the RYO market at 36%, highlighting the ongoing demand for high-quality RYO products.

“With the launch of our new Golden Virginia Amber Blend, we are helping retailers to meet the needs of both value-seeking and quality-conscious consumers, offering a premium rolling experience at a competitive price. This strategic move enables us to leverage the brand’s long-standing heritage and reputation to introduce a new product that aligns with current consumer preferences and market dynamics.”