Imperial Tobacco has launched two additions to its GV roll your own (RYO) range: GV Midnight and GV Sunrise. The former is intended to offer consumers a rich, full flavour, while the latter is formulated to deliver an ultra-smooth smoke.

Both products have an RRP of £3.60 (price-marked packs are available at £3.54 while stocks last) and are available in 10g packs, reflecting the fact that almost 14% of all RYO purchases now stem from the sub-12.5g pack size.

Imperial Tobacco brand portfolio manager Madeleine Pearce commented: “With their highly competitive sub-£4 price point and bundled rolling papers, full flavour GV Midnight and ultra-smooth blend GV Sunrise provide a tempting proposition for both adult smokers keen to try RYO and downtrading premium RYO consumers.

“Combining a striking on-shelf pack presence with attractive profit on return margins, they’re a must-stock for retailers too.”

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