Riverstone gets new look

Imperial Tobacco has unveiled a brand new look for its popular roll your own brand Riverstone.

Rolling out into stores now, the Riverstone trade outers will benefit from a new design that focuses on the true pleasure of rolling, whilst giving a subtle nod to its heritage with eye-catching imagery of mountains to create great stand out for the range in depots.

The Riverstone range offers a high-quality roll your own tobacco blend that is soft and easy to handle, with just the right moisture balance for a great roll.

With an RRP of £13.65 and £22.35 respectively for its 30g and 50g variants, Imperial said Riverstone offers retailers a great product to tap into the rising demand for value.

“With its rich and rounded blend that’s not too harsh, coupled with its satisfying tobacco aroma, Riverstone performs exceptionally well on taste, with 70 per cent of consumers buying it again and again after experiencing the taste,” Imperial said.

Meanwhile, Imperial is also launching an added convenience format of 32g packs of rolling tobacco, exclusive to independents. The new limited edition range features two of its best-selling brands including Riverstone and Players JPS Easy Rolling tobacco, both of which are available to buy at a MRRP of £14.55.