Imperial Tobacco has announced the extension of its popular Embassy Signature range with the launch of a new rolling tobacco variant. The new addition will enable retailers to further capitalise on the rising demand for value tobacco with Embassy Signature Rolling Tobacco benefitting from a range of premium features at a low price point*.
Rolling out into stores now, the new Embassy Signature Rolling Tobacco includes Imperial’s fastest selling[i] and finest tobacco blend in a 30g pouch. During our consumer testing, the Embassy Signature blend came out as No.1, demonstrating the blend’s appeal amongst adult smokers[ii]. The portrait pouch provides a modern look that’s easy to fit into a pocket and features a premium resealable zip lock to keep the freshness in. The new variant will be available to buy at an MRRP of £15.80*. As with the rest of the Embassy Signature range, everything is premium except the price*.
Tom Gully, Head of Consumer Marketing UK & Ireland at Imperial Tobacco comments: “We’re excited to be extending our popular Embassy Signature range and continuing our innovation of the brand with the launch of our new rolling tobacco variant. We know that value is a major factor for shoppers at present with many adult smokers shifting into the economy and value roll your own (RYO) price segments. In fact, these two price segments now collectively account for over half (54%) of all RYO tobacco sales[iii]. With Imperial holding a 46% market share of these value segments[iv] and our Embassy Signature Rolling Tobacco now our lowest priced RYO value brand*, Imperial is well placed to help retailers tap into this trend.
“Rolling tobacco that benefits from the recognition of popular cigarette brands such as Embassy Signature is an important purchase driver for consumers, especially those moving into the sub-value pricing category, as they seek out the reassurance of a trusted brand. Through the launch of our new Embassy Signature Rolling Tobacco, we’re directly responding to this trend with a new launch from a familiar name that offers the same great quality and great value, but with a new roll your own experience.”
To support the launch of Embassy Signature Rolling Tobacco, there will be a deal offering £5 off an outer available at wholesalers[v], so we’d recommend stocking up now to take advantage of this offer while it lasts.
*Based on ITUK MRRP as at October 2023. For the avoidance of doubt, customers are free at all times to determine the selling price of their products.
[i] EPOS data from independents in Scotland June 2023 (Regal Signature rolling tobacco which uses the same tobacco blend)
[ii] Acceptance Plus UK FCT, Sensory, November 2022. Performed better in blind test vs top 4 leading blend, across 258 survey respondents
[iii] Imperial Brands internal estimates I&I – August 2023
[iv] Imperial Brands internal estimates I&I – August 2023
[v] Based on retailer buying at wholesale price and selling at RRP (Nov 2023)
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