The Embassy cigarette brand is being repositioned by Imperial Tobacco from its traditional home in the premium price sector to the more popular economy price sector.

Tom Gully, brand planning manager, explained: “Embassy has been one of Imperial’s most enduring and recognisable FMC (factory made cigarettes) propositions across the years.

“Crucially, this repositioning doesn’t involve any changes to the packaging or the cigarette itself. However, the competitive new price point will appeal to adult smokers seeking premium quality at an affordable price. We’re excited about Embassy’s future and recommend retailers stock up now.”

Embassy is available to retailers in King Size 20s with an RRP of £9.35 for Embassy Red and Bright Blue. Embassy Filter’s RRP will remain at £11.95.