Retailers will have the chance to expand their RYO sales with the launch of Amber Leaf Signature Blend – a Brazilian blend which contains organically grown tobacco leaf. A European first for the roll your own (RYO) category, and a world first for JTI, Amber Leaf Signature Blend answers a demand from over 70% of existing adult smokers who declare an interest in organically grown tobacco.
With the RYO sector dividing into value, mid-price and premium, this new launch is positioned in the premier sector and will directly compete with Golden Virginia.
Launching across all channels from 1st August 2014, Amber Leaf Signature Blend will be available in two pack formats, a 10g ‘3 in 1’ crush proof box including papers and filters, as well as a 20g pouch with papers.
Jeremy Blackburn, JTI’s Head of Communications, told SLR: “We’ve identified a gap in the premium end of the RYO market for a mainstream brand. 23% of RYO sales come from premium products and we believe we can grow Amber Leaf sales with Signature Blend.”
He added that the launch would allow retailers to respond to the growing market for hand-rolling tobacco. Both 10g and 20g variants will be available in price marked packs, at £3.65 and £6.99 with a 13% POR.
