Japan Tobacco International is expanding its Amber Leaf rolling tobacco range with a new premium line made with organic Brazilian tobacco.
Amber Leaf Signature Blend will launch across all channels from 1 August, available in two pack formats, a 10g crush proof box including papers and filters, as well as a 20g pouch.
Both sizes will be available in standard and price-marked packs, priced at £3.65 and £6.99.
“Amber Leaf Signature Blend is a unique proposition in an RYO market that continues to perform strongly,” said JTI’s head of communications Jeremy Blackburn.
“Allowing retailers to respond to the growing market for hand-rolling tobacco, its addition to the house will enhance the range and strengthen the brand. Furthermore, retailers stocking Signature Blend will benefit from an impressive 13% POR.”
Signature Blend is not certified as organic due to difficulties in finding a certification body that will work with a tobacco company, but a spokeswoman said that JTI had met all the criteria needed to use the term organic.
JTI said that as part of its consumer research, 70% of adult smokers expressed an interest in organically grown tobacco.