JTI is introducing limited edition packs of its Amber Leaf roll your own (RYO) tobacco this July.
The packs, which feature an intricate new design, will be available in all channels for four weeks whilst stocks last on 12.5g crush proof boxes and tins, as well as 25g and 50g pouches.
“The new designs have been carefully created using the finest craftsmanship to bring the brand’s quality credentials to life,” JTI’s head of communications Jeremy Blackburn said.
RYO is currently the biggest sector of the tobacco category by volume and can be divided into three distinct price segments – premium, mid price and value, with Amber Leaf positioned in mid price. Mid-price RYO is currently the largest sector and accounts for almost 58.5% of volume according to JTI.
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