Imperial Tobacco has launched a new look for its roll-your-own (RYO) tobacco brand Riverstone.

The brand refresh includes a new design for Riverstone trade outers which focuses on the pleasure of rolling and nots to the brand’s heritage with mountain imagery, which the supplier hopes will drive standout in depots.

Imperial launches two indie-exclusive formats

Riverstone is currently available in 30g and 50g varieties with RRPs of £13.65 and £22.35 respectively. According to the supplier, it performs well on taste, with 70% of customers buying it repeatedly after experiencing the taste.

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