Embassy Signature range grows to include Gold Superkings

Imperial Tobacco has extended its Embassy Signature range with the launch of its new Gold Superkings variant.

Embassy Signature Gold Superkings will be a straight swap for Embassy No.1 Red Superkings to help differentiate the new Embassy Signature range from the existing Embassy premium offering, which includes Embassy Filter.

The latest addition to the range, which will be available to buy from January at an MRRP of £9.50 per pack of 20s. Imperial Tobacco hopes the launch will help to increase the availability of the Embassy Signature range and target Superkings downtraders and switchers looking for premium features at a value price point.

Market manager UK at Imperial Tobacco Chris Street said: “Demand for value is shaping shopper behaviour as consumers continue to seek out greater value from the products they buy. This is a trend we expect to continue and even accelerate as a result of the pandemic, so offering products like Embassy Signature that deliver premium features and exceptional value should be a big focus for retailers in 2021.”

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