Imperial Tobacco has announced a range extension for Embassy Signature with the launch of its new Gold Superkings variant to help retailers cater for shoppers looking for premium products at a great price.

Embassy Signature Gold Superkings will be a straight swap for Embassy No.1 Red Superkings to help differentiate the new Embassy Signature range from the existing Embassy premium offering, which includes Embassy Filter.

The latest addition to the range, which will be available to buy from January at an MRRP of £9.50* per pack of 20s, will help to increase the availability of the Embassy Signature range and target superkings down traders and switchers looking for premium features at a value price point.

As with the rest of the range, Embassy Signature Gold Superkings variant features a modern blend using the finest Virginia tobaccos that live up to the high-quality standard consumers have come to expect from the brand, wrapped in premium paper to give smokers a satisfying experience.

Chris Street, Market Manager UK at Imperial Tobacco comments: “Demand for value is shaping shopper behaviour as consumers continue to seek out greater value from the products they buy. This is a trend we expect to continue and even accelerate as a result of the pandemic, so offering products like Embassy Signature that deliver premium features and exceptional value should be a big focus for retailers in 2021.”

* Retailers are free at all times to determine the selling prices of their products.

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