• Product: Golden Virginia Amber Blend
• Supplier: Imperial Brands
• RRP: £21.35 (30g)
• Available: now

Imperial Brands is extending its Golden Virginia tobacco range with the launch of a new Amber Blend, the brand’s first new blend in 15 years.

The new variety is available in a 30g pouch with a £21.35 RRP. The supplier says it has a “smooth, rich and aromatic” flavour profile, with lower moisture content from sun-dried leaf.

It is the brand’s first new launch since Golden Virginia Yellow in 2009.

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Yawer Rasool, consumer marketing director UK & Ireland at Imperial Brands, said: “With many consumers looking to save money, we’ve seen roll-your-own (RYO) product sales within the value price sector increase by 8% year on year, making it the fastest-growing segment. Despite this, the premium price sector still holds the largest share of the RYO market at 36%, highlighting the ongoing demand for high-quality RYO products.

“With the launch of our new Golden Virginia Amber Blend, we are helping retailers to meet the needs of both value-seeking and quality-conscious consumers, offering a premium rolling experience at a competitive price. This strategic move enables us to leverage the brand’s long-standing heritage and reputation to introduce a new product that aligns with current consumer preferences and market dynamics.”

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