Imperial Tobacco has announced the launch of a new Lambert & Butler roll-your-own tobacco to help retailers take advantage of the growing value-for-money trend.

Available to retailers now in 30g and 50g formats, with an RRP of £11 and £18.15 respectively, the new Lambert & Butler roll-your-own tobacco blend offers premium quality at an economy price point.

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The Lambert & Butler brand was first launched in 1838 and now accounts for 4% of the total cigarette market. The launch will build on the popularity of the brand, which boasts 51% recognition with consumers.

Chris Street, market manager for the UK at Imperial Tobacco, said: “Demand for value for money is a dominant trend within the tobacco category. As more consumers seek out the lowest out-of-pocket spend, we’re seeing an increasing shift away from traditional cigarettes and into roll-your-own formats.

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“While offering great value for money is crucial, many consumers making the move into roll-your-own tobacco are looking for reassurance on quality by buying products from well-known brands they can trust.  With its strong tobacco heritage and brand recognition, Lambert & Butler is well placed to respond to this trend with its new variety.” 

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