Golden virginia

Imperial has announced the extension of its Golden Virginia range with the launch of a new Amber Blend – the first blend to have been launched by the brand in 15 years.

Available to buy now, Golden Virginia Amber Blend features a smooth, rich and aromatic flavour profile, alongside lower moisture content from sun-dried leaf, designed to elevate the smoking experience. The product has been well-received during consumer testing, indicating a strong appeal among adult smokers.

Golden Virginia Amber Blend is available in a 30g pouch with an RRP of £21.35, positioning as a premium quality rolling tobacco at an affordable price point. The new blend also benefits from a new zip click feature, ensuring freshness from the first to the last use.

Yawer Rasool, consumer marketing director UK & Ireland at Imperial Brands, said: “With many consumers looking to save money, we’ve seen RYO product sales within the value price sector increase by 8% year-on-year, making it the fastest growing segment (IT research). Despite this, the premium price sector still holds the largest share of the RYO market at 36% (IT), highlighting the ongoing demand for high-quality RYO products.

“With the launch of our new Golden Virginia Amber Blend, we are helping retailers to meet the needs of both value-seeking and quality-conscious consumers, offering a premium rolling experience at a competitive price. This strategic move enables us to leverage the brand’s long-standing heritage and reputation to introduce a new product that aligns with current consumer preferences and market dynamics.”