JTI celebrates 30 years of Amber Leaf and 10 years as top RYO brand

JTI is celebrating 30 years of Amber Leaf and 10 years as the UK’s No.1 RYO brand.

The brand currently holds a 27% share of the RYO market and continues to generate good cash margin. Amber Leaf original is available in a 30g pouch with an rsp of £15.95, a 50g pouch (rsp £26.25) and a 3-in-1 box format (rsp £15.85). Each box contains hand-stripped, fine-cut Virginia blend tobacco, 100 premium quality cigarette papers and 77 filter tips.

The Amber Leaf range also includes a Blonde 30g box – a smoother tasting version with an rsp of £15.85.

Ross Hennessy, head of sales at JTI UK, says: “We are incredibly proud of Amber Leaf reaching these two major milestones in 2021. Since it was introduced 30 years ago, the brand has gone from strength to strength and we cannot thank retailers enough for helping to retain its position as the No.1 RYO brand for the last 10 years.

“We’re looking forward to supporting retailers in the years to come with this iconic brand in the tobacco category.”

Tel: JTI (01932) 372000