Imperial Tobacco has unveiled a new product and limited edition packaging for one of its leading brands.

The JPS Crushball will be launching nationwide from 11th April and replaces JPS Duo. It has a crushball in the filter that – when activated – releases a burst of fresh flavour.

JPS Crushball will be available in King Size 19s and positioned in the economy sector of the cigarette category.

Imperial Tobacco brand manager Emma Stew comments: “The crushball sector continues to grow, with 1 in 10 cigarettes purchased in the UK now a crushball variant.

“With Player’s Crushball enjoying huge success in the sub economy sector, we wanted to complement JPS’s range in the economy sector with a smooth crushball offering in line with consumers’ preferences.

“The RRP for JPS Crushball King Size 19s is £7.69. It’s also available in price-marked packs at an introductory price of £7.20, making it a compelling offering for retailers and a must-stock.”

The company is also introducing limited edition 50g tins of Golden Virginia from the middle of April.

Imperial Tobacco brand manager Madeleine Pearce explained: “Golden Virginia is timeless, having been a part of tobacco’s story since 1877. Today, its unique connection with adult smokers endures as it commands an almost 16%* share of the UK RYO market and over 91%* of the RYO Premium sector.

“This limited edition tin retails for £19.65. That’s the same price as a regular 50g pouch, so we’re expecting them to fly off the shelves. Retailers should ensure they stock up on this iconic, profit-driving tobacco brand while the offer lasts.”

The Golden Virginia range comprises 12.5g, 25g (including papers) and 50g (including papers) pouches, with RRPs of £5.24, £9.93 and £19.65 respectively. All three are also available in price-marked packs at £4.77, £9.15, and £18.09 respectively, while stocks last

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