Imperial Tobacco has announced the launch of JPS Players Easy Rolling Tobacco, an exciting new blend of fine cut tobacco that offers an easier rolling experience, at an attractive price point from a trusted brand.

Presented by one of the UK’s best-selling cigarette brands[i], JPS Players Easy Rolling Tobacco features a more vibrant colour and lower levels of moisture, making the blend easier to handle and to roll.

The new range will be available to buy from 1st April, in 30g and 50g and priced at £11.95* and £19.60*, each pouch will include a set of quality rolling papers.

Chris Street, Market Manager UK at Imperial Tobacco comments: “Our research shows that consumers remain fully focused on seeking out the best value from the tobacco products they buy. This is especially true within the growing RYO segment, with the Economy sector accounting for just shy of half the market at 49.87%[ii].  With JPS Players being a nationally well-known and trusted brand, we’re confident this latest innovation will help retailers capitalise on the rising demand for quality tobacco products at great value price points.”

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] ITUK Report on Trade, February 2021

[ii] ITUK Report on Trade, February 2021

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