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Imperial Tobacco has announced the launch of New Crush, an exciting new addition to its Embassy Signature range designed specifically for ex-crushball smokers looking for premium nicotine solutions at a competitive price.

Building on the success of Embassy Signature, New Crush comprises a modern blend of the finest Virginia tobaccos wrapped in premium paper with a unique cooling sensation filter. When coupled with flavour cards, such as Rizla Flavour Infusions, New Crush provides one of the closest menthol alternatives available on the market today. Launching at the end of March, New Crush will be available to buy in Superkings with an MRRP of just £9.50* per pack of 20s and an MRRP of £47.50* per pack of 100s.

Chris Street, Market Manager UK at Imperial Tobacco comments: “The Embassy brand has enjoyed consistent growth over the last 12 months, with its share value climbing in the independent trade[i]. We’re confident the launch of New Crush will help drive sales in the months to come as Embassy Signature grows its appeal even further with this latest launch.

“Embassy Signature New Crush follows in the footsteps of our Players and L&B Blue New Crush variants launched earlier this year. Both New Crush launches have substantially exceeded distribution targets, highlighting the great sales opportunities available through this continually growing sub-economy sector.”

Imperial will be running a National Ambassador Program to support the launch with visits to approximately 481 outlets each month in over 30 cities across the UK and Northern Ireland.

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

[i] Based on ITUK Estimates, February 2021

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