From mid November, all Golden Virginia Original (Green) and Smooth (Yellow) 50g packs will include cut-corner papers. The rrp for Golden Virginia Original 50g packs and Golden Virginia Smooth 50g packs will move to £16.18 and £15.02 respectively. Brand-owner Imperial Tobacco says the new packs provide “great value for shoppers, yet maintain strong trade margins, if sold at rrp”. Golden Virginia 50g packs provide smokers with an 18p saving compared to purchasing the tobacco and papers separately. Standard and price-marked packs will be available.
Imperial Tobacco’s Head of Consumer Marketing, Amy Kiss comments: “Sales of roll your own (RYO) tobacco have shown consistent growth over the past 12 months and each year, contribute over £1.5 billion to the tills of UK retailers. One in five packs of RYO tobacco sold is a 50g variant and larger pack sizes are becoming increasingly relevant as they offer adult smokers added value during these tough economic times.
“Launched in 1877, the Golden Virginia brand is steeped in heritage and is one of the longest serving FMCG products available. Despite its vintage, Golden Virginia remains cutting edge, relevant and modern thanks to the significant investment Imperial Tobacco has put into developing this premium brand. Our ongoing consumer research shows 62% of RYO tobacco shoppers prefer their tobacco to come with papers* so Golden Virginia, the World’s number one RYO brand#, combined with quality cut-corner papers really is the perfect combination.”
