Imperial is delighted to announce the arrival of Riverstone to the UK market.

Riverstone offers a high quality, easy-to-roll blend at an affordable price, and is cut using an innovative manufacturing technique that we believe makes it one of the easiest RYO on the market to roll. This will appeal to new smokers to the sector as well as dualists.

Brand Manager Jamie Burns-Smith comments:

“We’re incredibly excited about Riverstone, one of our most prominent RYO tobacco launches in years. With adult smokers continuing to both switch from factory made cigarettes (FMC) to RYO products1, plus downtrade2 to products that are perceived to offer increased value for money,

“Riverstone’s new easy-roll tobacco blend offers adult smokers a smooth taste at a great value price point, and we anticipate it will take the UK Economy RYO sector by storm.

“We can’t wait to share the good news across the trade.”

Riverstone is available from 3rd October in both 30g and 50g packs, at RRPs3 of £10 and £16.50.

Meanwhile, in further Imperial RYO news, GV Smooth Bright Yellow is to be renamed Golden Virginia Yellow. This transition will take place over the coming months, so we’d advise retailers to keep an eye out and contact their Imperial rep or wholesaler if they have any questions.


1 Almost 37% in July 2018, a rise of more than 2.5% compared to July 2017, ITUK Estimates July 2018

2 The Economy RYO sector share rose from over 31 to almost 35% between July 2017 and July 2018, ITUK Estimates July 2018

3 RRP price as of 3 October 2018. Retailers are free to determine the selling prices of their products at all times

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