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Imperial Tobacco beats the Drum for additive-free
Published:  01 March, 2012

Imperial Tobacco has launched a new additive-free variant of Drum tobacco which is expected to have a positive impact on the Drum brand as a whole. It will be available to all UK retailers from March 13. Plain and price-marked 12.5g packs will be available at £3.60 rrp and £3.65 pmp.

Retail sales of roll-your-own (RYO) tobacco generate more than £1bn each year for retailers, according to Martin Goodall, Imperial Tobacco's head of sales. "This segment of the tobacco category has fought back remarkably well against the illicit trade and sales volumes have enjoyed double-digit growth over the past few years," he says. "There are now five million adult RYO smokers in the UK and a growing number are demonstrating a preference for additive-free products. Over the past three years retail sales of additive-free RYO tobacco have more than trebled."

Goodall says that through extensive consumer research, Drum the world's second best-selling brand was identified as being the right brand to launch an additive-free variant. To further support the launch the company is unveiling a consumer website

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