Imperial Tobacco has announced the launch of two new formats and a limited-edition design for its Lambert & Butler Roll Your Own (RYO) range to celebrate one year in the market.
Launching exclusively into the independent channel, the limited-edition packs are available to buy now in both 30g and 50g formats with MRRPs of just £12.80 and £21.00 respectively*. Launching in an eye-catching branded trade outer that celebrates the milestone, both of the new limited-edition packs will benefit from an improved freshness seal, to help keep the product fresh for longer.
Furthermore, with research showing 82% of RYO consumers use tips[i], the 30g will also offer even greater value for money with the addition of 60 filter tips and 60 high quality papers, while the 50g will include 100 papers.
Chris Street, Market Manager UK at Imperial Tobacco comments: “Despite launching into the market just over a year ago, Lambert & Butler has already grown to become one of our fastest growing Roll Your Own brands[ii]. Lambert & Butler RYO is a quality brand with a long-standing heritage and with demand for value tobacco continuing to rise, we’ve seen incredible YOY volume growth of 28%[iii]. We’re really excited to be celebrating this milestone with the launch of our new limited-edition packs and delivering even greater value to both our retail customers and their shoppers with this new combi offer.”
* Retailers are free at all times to determine the selling prices of their products.
[i] ITUK commissioned research, March 2021
[ii] ITUK December Report on Trade, December 2020
[iii] ITUK Internal Estimates, March 2021