Imperial Tobacco’s Superkings has been given a new pack design with a "modern twist".

Sue Tranter, consumer marketing manager at the company, says: "The new pack design reinforces quality cues and bolsters brand loyalty."

At the same time there is a new design across the Embassy range: Embassy Number 1, Embassy Blue and Embassy Filter.

"The Embassy brand has a classic, refined style and with the new pack design we are providing our loyal adult customers with a more modern pack reflecting the brand’s premium quality," says Tranter. "The iconic diagonal red stripes and golden crest have been retained to communicate the brand’s heritage and prestige."

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