Imperial Tobacco has announced the launch of a new Lambert & Butler Roll Your Own (RYO) variant to help retailers take advantage of the growing value for money trend and rising demand for economy RYO products from trusted cigarette brands.
Available to retailers to buy now in both 30g and 50g formats and priced at just £11.00 RRP* and £18.15 RRP* respectively, the new Lambert & Butler RYO blend offers premium quality at an economy price point. The unique blend benefits from reduced moisture levels to make it easier to roll which has proved exceptionally popular with consumers during testing, outperforming competitor brands.
The Lambert & Butler brand was first launched in 1838 and since then, the brand has grown its share through sales of its Factory Made Cigarettes and now accounts for 4% of the total market[i]. Today, the brand awareness of Lambert & Butler is at an impressive 51%[ii], highlighting the popularity of the range within the UK.
Brand recognition and quality are of paramount importance for any new tobacco product launches to succeed in today’s plain packaging market environment. While the move into Roll Your Own will be a first for the brand, the high consumer awareness of Lambert & Butler as a trusted, reliable brand, combined with the premium quality product and economy price point, makes this new RYO variant a must stock for retailers.
Chris Street, Market Manager UK at Imperial Tobacco commented: “Demand for value for money is a dominant trend within the Tobacco category. As more consumers seek out the lowest out of pocket spend, we’re seeing an increasing shift away from Factory Made Cigarettes and into Roll Your Own. While offering great value for money is crucial, many consumers making the move into RYO are looking for reassurance on quality by buying products from well-known brands they can trust. With its strong tobacco heritage and brand recognition, Lambert & Butler is well placed to respond to this trend with its new RYO variant.”
*RRP as at November 2019. Retailers are free at all times to determine the selling prices of their products.
[i] HBT Data Oct 2019, Benchmarking UK
[ii] HBT Data Oct 2019, Benchmarking UK
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