Fresh NPD for RYO category

Imperial launches menthol box

The new box contains a 30g pouch, 2×40 Rizla regular papers and 72 Rizla filters

IMPERIAL Tobacco has expanded its roll your own (RYO) offer with the launch of a new variant under its Gold Leaf brand.

Available from this month, the new 30g Gold Leaf Ice Pack takes its cues from the current Gold Leaf 30g Handy Pack.

Gold Leaf Ice Pack includes a 30g pouch of Gold Leaf rolling tobacco, 2×40 Rizla Regular Green cigarette papers, and 72 Rizla ultra slim menthol filter tips.

The new pack has launched with an RRP of £11, the same price as a standard Gold Leaf 30g Handy Pack.

Brand manager Jamie Burns-Smith commented on the launch: “Gold Leaf’s rise has been momentous. Since its launch in 2007 it’s become Imperial’s largest roll your own brand and the UK’s bestselling economy roll your own, with a current overall sector share of 18%.

“The unique composition of Ice Pack, with it’s bundled menthol tips, demonstrates the brand’s continued commitment to innovation, ensuring we meet the needs of modern adult smokers.

“We’re confident our retailers will agree.”