Imperial Tobacco revamps its Richmond portfolio

Following a reduction in the price of Richmond to £9.25 rsp, Imperial Tobacco has unveiled a new look for its best-known brand, including prominent outer branding.

The Richmond portfolio has also been adjusted to offer a simplified range, all positioned within the new value tier.

This includes the variants formerly known as Real Blue, which will now use the descriptors Richmond Original Superkings and Richmond Original Kingsize, as well as Richmond Bright Superkings and Richmond Green Filter Superkings, all of which will be available to buy in packs of 20 at an rsp of £9.25.

Chris Street, market manager UK at Imperial Tobacco, comments: “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, 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.” 

Tel: Imperial Tobacco (0117) 963 6636