Hot on the heels of its latest launch into the Roll Your Own (RYO) market with Lambert & Butler, Imperial Tobacco has more news to announce, including an industry first as it launches a new combi pouch format for Riverstone. Providing everything adult smokers need to roll the perfect cigarette, this latest packaging innovation will be the first ever combi pouch to hit the UK market.

Rolling out into stores now, the Riverstone Combi Pouch, priced at just £11.00 RRP*, ticks all the boxes for new entrants into the Fine Cut Tobacco (FCT) category and dualists with this new format, including 30g of easy-to-roll tobacco and 60 papers and 60 filters.

As value for money continues to be a focus for many adult smokers, the economy RYO segment continues to go from strength to strength and now accounts for 45% share of Fine Cut Tobacco sales, vs 38.3% last year[i], with further growth expected to come.  Despite launching just a year ago as a new economy RYO brand, Riverstone has already become one of the fastest growing tobacco brands in the market[ii] as it taps into this trend with its high quality, easy-to-roll blend and affordable price.

Chris Street, Market Manager UK at Imperial Tobacco commented: “Our research shows that the handy box formats currently available on the market tend to compress the tobacco inside, making it difficult to separate and roll. We are addressing this issue head on with the launch of our new combi pouch solution. As the first brand to bring to market such an innovative packaging solution, we’re confident this latest launch for Riverstone will attract even more interest and sales from adult smokers looking for great quality RYO tobacco at an affordable price.”

*RRP as at November 2019. Retailers are free at all times to determine the selling prices of their products.

[i] Report on Trade, August 2019

[ii] ITUK Estimates and wholesale market share growth July 2019

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