Imperial Tobacco has announced the launch of New Crush, an addition to its Embassy Signature range designed specifically for ex-crushball smokers looking for premium nicotine solutions at a competitive price.
Launching at the end of March, New Crush will be available in Superkings with RSPs of £9.50 per pack of 20s and £47.50 per pack of 100s.
New Crush comprises a modern blend of Virginia tobaccos wrapped in premium paper with a cooling sensation filter. Imperial said that, when coupled with flavour cards like Rizla Flavour Infusions, it provides “one of the closest menthol alternatives available on the market today”.
Chris Street, Market Manager UK at Imperial Tobacco commented: “The Embassy brand has enjoyed consistent growth over the last 12 months, with its share value climbing in the independent trade. We’re confident the launch of New Crush will help drive sales in the months to come as Embassy Signature grows its appeal even further with this latest launch.
“Embassy Signature New Crush follows in the footsteps of our Players and L&B Blue New Crush variants launched earlier this year. Both New Crush launches have substantially exceeded distribution targets, highlighting the great sales opportunities available through this continually growing sub-economy sector.”
Imperial will run a national ambassador programme to support the launch, with visits to approximately 481 outlets each month in over 30 cities across the UK.