Talking Retail Grocery and product news for independent retailers
The new look will roll out from October and feature “prominent” outer branding across the entire portfolio.
Imperial will also position the brand under a value tier to “deliver great value to hard working shoppers looking for a well-known brand at the lowest price”.
This will include the variants formerly known as Real Blue, which will now be called Richmond Original Superkings and Richmond Original Kingsize, as well as Richmond Bright Superkings and Richmond Green Filter Superkings, all of which will be available in packs of 20 retailing at £9.25.
Chris Street, market manager UK at Imperial Tobacco, said: “As demand for value tobacco continues to grow, many consumers are looking for a familiar brand that they know will deliver satisfaction at a low price.
“Some of these shoppers are increasingly moving into roll-your-own cigarettes, but as a result, they tend to buy less frequently.
“Through these latest developments, we’re helping retailers appeal to these shoppers with a brand that benefits from over 50 years of heritage and reliable quality, with value that really delivers, to inject growth into their factory made cigarette sales.”
