Imperial Tobacco is to go ahead with price increases, despite telling retailers it would scrap any rises due to the cost-of-living crisis.

Messages sent to stores by a wholesaler, seen by Better Retailing, warned that the rises would come into effect from 17 November following the resubmission of cost price increases.

The changes come as Imperial announced a last-minute U-turn on price increases planned for 31 October. Its decision at the time was attributed to growing concerns that any price increases would negatively impact smokers affected by the cost-of-living crisis.

Imperial has been approached for comment by Better Retailing.

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