Imperial has announced the extension of its well-known Golden Virginia range with the launch of an innovative new rolling tobacco blend, Golden Virginia Amber Blend – the first blend to have been launched by the established brand in 15 years.

Available to buy now, Golden Virginia Amber Blend features a smooth, rich and aromatic flavour profile, alongside lower moisture content from sun dried leaf, designed to elevate the smoking experience. The product has been well-received during consumer testing[i], indicating a strong appeal amongst adult smokers.

Golden Virginia Amber Blend is available in a 30g pouch at an RRP of just £21.35*, making it the ideal product for those looking for premium quality rolling tobacco at an affordable price point. The new blend also benefits from a new zip click feature, ensuring freshness from the first to the last use.

Golden Virginia’s legacy dates back to 1877, and over the years, it has secured a significant place in the market and is recognised for its high quality and value. The launch of the Amber Blend marks the first new product in the line since Golden Virginia Yellow was introduced in 2009, reflecting the brand’s commitment to quality innovation.

Yawer Rasool, Consumer Marketing Director UK & Ireland at Imperial Brands, comments: “With many consumers looking to save money, we’ve seen RYO product sales within the value price sector increase by 8% year-on-year[ii], making it the fastest growing segment. Despite this, the premium price sector still holds the largest share of the RYO market at 36%[iii], highlighting the ongoing demand for high-quality RYO products.

“With the launch of our new Golden Virginia Amber Blend, we are helping retailers to meet the needs of both value-seeking and quality-conscious consumers, offering a premium rolling experience at a competitive price. This strategic move enables us to leverage the brand’s long-standing heritage and reputation to introduce a new product that aligns with current consumer preferences and market dynamics.”

* Based on ITUK RRP as at May 2024. For the avoidance of doubt, customers are free at all times to determine the selling price of their products.

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