Imperial Tobacco has launched a new roll-your-own tobacco brand, Riverstone, to the UK market.

Riverstone is intended to offer a high quality, easy-to-roll blend at an affordable price, and is cut using an innovative manufacturing technique that Imperial believes makes it one of the easiest RYO products on the market to roll. It says this will appeal to new smokers to the sector as well as dualists.

Brand manager Jamie Burns-Smith commented: “We’re incredibly excited about Riverstone, one of our most prominent RYO tobacco launches in years. With adult smokers continuing to both switch from factory made cigarettes (FMC) to RYO products, plus downtrade to products that are perceived to offer increased value for money.

“Riverstone’s new easy-roll tobacco blend offers adult smokers a smooth taste at a great value price point, and we anticipate it will take the UK economy RYO sector by storm. We can’t wait to share the good news across the trade.”

Riverstone will be available from 3 October in both 30g and 50g packs, at RRPs of £10 and £16.50.

Meanwhile, in further Imperial RYO news, GV Smooth Bright Yellow is to be renamed Golden Virginia Yellow. This transition will take place over the coming months.