Amber Leaf turns blonde

JTI is extending its RYO range with the launch of Amber Leaf Blonde. This new addition to the range uses a paler coloured, cigarette-like blend of premium quality Virginia tobacco, providing existing adult smokers with a smoother taste.

Available across all channels from 1st November in a 12.5g crush proof box and 25g pouch, new Amber Leaf Blonde has a recommended retail price of £3.87 and £7.57 respectively, the same as Amber Leaf.  Price mark packs are available at £3.74 and £7.31 whilst stocks last.

Speaking to SLR ahead of the launch, Jeremy Blackburn, JTI’s Head of Communications confirmed that trends in tobacco continue to favour RYO, and growing brand houses with new variants is a new way to improve market share.  “As with any brand launch, we undertook consumer research and this particular blend scored well. There is a changing dynamic in the sector and this launch will not only appeal to existing adult RYO smokers, but also the growing number of existing adult dual smokers looking for an RYO product to switch to.”

Unlike traditional RYO tobacco, the blend of which is typically dark in colour, Blonde uses a pale coloured Virginia blend to provide a smooth taste.

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