Natural American Spirit has unveiled new pack designs.

Rolling out globally, the new look aims to align the entire portfolio, with the colour of the trademark sun remaining the same across all SKUs while packs have a distinctive colour to help differentiate the range.

The revamped range will be available from February.

The brand is also hoping to increase distribution in the UK outside of London. It will looking at the 10 biggest cities outside of the capital and building relationships with retailers in these areas through a loyalty programme.