British American Tobacco’s (BAT’s) Royals has a new-look pack featuring modern graphics as well as a metallic silver finish.

Designed specifically for the UK market, BAT research found that two in three smokers were keen to try the new pack.

The company reckons the new pack will help retailers maximise their profit potential in the value segment.

Royals’ brand manager, Henry Lewis, says: "We wanted to develop the Royals packaging to maintain its relevance for today’s UK smokers and have gone with a design chosen by consumers following extensive research. Consistently providing retailers with good volumes and high value, Royals is still the ’real deal’ 20 years on."

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