Imperial Tobacco has launched a low-cost, easy to use, roll your own (RYO) tobacco in a bid to capture sales from the growing number of UK cigarette smokers trading down into RYO and dualing.

With an rrp of £10 for a 30g pouch, Riverstone is priced to sit within the growing economy segment of the market which now accounts of 35% of sales, up from 31% in 2017.

The brand’s 50g pouch has an rrp of £16.50 - identical to Imperial’s Gold Leaf product range

Riverstone, which features mountain-stream imagery on its wholesale packaging, also claims to offer a much easier rolling experience than other products on the market, thanks to a bespoke manufacturing process that cuts the tobacco leaves in a certain way.

Brand manager Jamie Burns-Smith said: “We’re incredibly excited about Riverstone, one of our most prominent RYO tobacco launches in years.

“With adult smokers continuing to both switch from factory made cigarettes to RYO products, plus downtrading to products that are perceived to offer increased value for money, Riverstone’s new easy-roll tobacco blend offers adult smokers a smooth taste at a great value price point, and we anticipate it will take the UK Economy RYO sector by storm.”

Riverstone will be available from 3 October in both 30g and 50g packs, at RRPs of £10 and £16.50.

Meanwhile, in further Imperial RYO news, GV Smooth Bright Yellow is to be renamed Golden Virginia Yellow.

The transition will take place over the coming months.