Packaging for Imperial Tobacco’s premium roll your own (RYO) tobacco brand Golden Virginia has been redesigned.

The new-look green and gold packaging draws strongly on the brand’s heritage.

Imperial Tobacco brand manager Madeleine Pearce said: “Golden Virginia has been a part of tobacco’s story since 1877 and it continues to command a 19% share of the UK RYO market and over 87% of the RYO premium sector.

“When conceiving this new packaging, we drew strongly on the brand’s iconic heritage. The result is a dazzling redesign that, quite literally, puts the ‘gold’ back into Golden Virginia.”

The Golden Virginia range comprises 12.5g, 25g (including papers) and 50g (including papers) pouches, with rrps of £5.05, £9.56 and £18.91 respectively.

All three are also available in PMPs at £4.77, £9.15, and £18.09 respectively, while stocks last.

The best-selling 12.5g pouch offers retailers POR rates of 10.56% when sold at rrp.