Imperial Tobacco has extended its Embassy Signature range with the launch of a new Gold Superkings variant.
Embassy Signature Gold Superkings will be a straight swap for Embassy No.1 Red Superkings, to help differentiate the new Embassy Signature range from the existing Embassy premium offering, which includes Embassy Filter.
The latest addition has an RSP of £9.50 per pack of 20s and targets superkings down-traders and switchers looking for premium features at a value price point.
As with the rest of the range, Embassy Signature Gold Superkings features a modern blend of Virginia tobaccos wrapped in premium paper.
Chris Street, Market Manager UK at Imperial Tobacco, said: “Demand for value is shaping shopper behaviour as consumers continue to seek out greater value from the products they buy. This is a trend we expect to continue and even accelerate as a result of the pandemic, so offering products like Embassy Signature that deliver premium features and exceptional value should be a big focus for retailers in 2021.”