Richmond Real Blue Outer

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

Effective immediately, 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.

Trade marketing manager UK at Imperial Tobacco Tom Gully said: “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.”

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