Imperial Tobacco has launched a Classic Combi variant of its Rizla rolling papers brand.

The new variety is available in a pack of 32 unbleached kingsize papers and tips at an RRP of £1.30. Imperial says it is meant to appeal to the growing number of smokers looking for more natural papers.

Jamie Burns-Smith, category manager at Imperial, said: “Within the papers category, we’ve seen a shift in favour of combi papers thanks to the added convenience they offer with both tips and papers in one pack, resulting in Rizla Combi Silver now accounting for 23% market share.

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“Our latest launch of Rizla Classic King Size Combi taps into this trend and responds to the rising demand amongst smokers for more natural papers, filling a gap in the market with its new unbleached papers and tips in the same pack.

“With volume sales of combi formats expected to exceed those of popular standard format kingsize papers thanks to the great convenience they offer, we’d highly recommend stocking up on Rizla Classic KS Combi to tap into this trend and grow sales with an iconic and market leading paper brand.”

Imperial will support the launch with brand activations at festivals and events, alongside consumer-facing PoS.

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