IMPERIAL Tobacco has expanded its Embassy Signature range with the launch of a New Crush variant.
The new addition has been designed with ex-crushball smokers in mind, and comprises a blend of Virginia tobaccos wrapped in premium paper with a ‘cooling sensation’ filter.
According to Imperial Tobacco, when the new variant is combined with flavour cards – such as the firm’s Rizla Flavour Infusions – New Crush provides a close alternative to menthol cigarettes.
Embassy Signature New Crush is available in Superkings format at RRP £9.50 per pack of 20s and £47.50 per pack of 100s.
Chris Street, market manager UK at Imperial Tobacco, said: “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.”