Imperial Tobacco has announced a price reduction on some of its leading brands to help its customers cater for the growing number of value focused tobacco shoppers. 

From today, the 6th September, the MRRP of both Embassy Signature and Richmond will drop to £9.25, and Riverstone Roll Your Own Tobacco will fall to just £11.95 and £19.60 respectively for its 30g and 50g formats*, joining recently launched JPS Players Easy Rolling Tobacco in this new price tier.

Tom Gully, Trade Marketing Manager UK at Imperial Tobacco comments: “Following a shift in the market with a rising number of smokers moving to more affordable price points, we have reduced the MRRP on several of our key brands to support retailers and their sales. Demand for value tobacco continues to play a major role in shopper purchasing decisions. By adapting the pricing on these leading brands, we can help retailers ensure they continue to offer customers great quality brands at great value price points.

* For the avoidance of doubt, customers are free at all times to determine the selling price of their products.

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