Imperial Tobacco has announced a range extension for Embassy Signature with the launch of its new Gold Superkings variant.
The company said the new product will be a straight swap for Embassy No.1 Red Superkings to help differentiate the new Embassy Signature range from the existing Embassy premium offering, which includes Embassy Filter.
As with the rest of the range, the variant features a modern blend using the finest Virginia tobaccos, wrapped in premium paper.
The latest addition will target superkings down traders and switchers looking for premium features at a value price point.
“Demand for value is shaping shopper behaviour as consumers continue to seek out greater value from the products they buy,” commented Chris Street, market manager UK at Imperial Tobacco.
“This is a trend we expect to continue and even accelerate as a result of the pandemic, so offering products like Embassy Signature that deliver premium features and exceptional value should be a big focus for retailers in 2021.”
Embassy Signature Gold Superkings will be available from January at an MRRP of £9.50 per pack of 20s.
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