Imperial Tobacco has announced the launch of JPS Players Easy Rolling Tobacco, a new blend of fine cut tobacco that boasts an easier rolling experience.
JPS Players Easy Rolling Tobacco features a more vibrant colour and lower levels of moisture, making the blend easier to handle and to roll. The new range will be available to buy from 1 April, in 30g and 50g and priced at £11.95 and £19.60, with each pouch including a set of rolling papers.
Imperial Tobacco will be running a National Ambassador Program to support the launch with visits to approximately 481 outlets each month in over 30 cities across the UK and Northern Ireland.
Market manager UK at Imperial Tobacco Chris Street said: “Our research shows that consumers remain fully focused on seeking out the best value from the tobacco products they buy. This is especially true within the growing RYO segment, with the Economy sector accounting for just shy of half the market at 49.87%. With JPS Players being a nationally well-known and trusted brand, we’re confident this latest innovation will help retailers capitalise on the rising demand for quality tobacco products at great value price points.”