Imperial Tobacco has announced a price reduction on some of its brands to help retailers cater for the growing number of value-focused tobacco shoppers, reports Convenience Store.

With immediate effect, the MRRP of Embassy Signature and Richmond will drop to GBP 9.25 and Riverstone Roll Your Own Tobacco will drop to GBP 11.95 and 19.60 respectively for the 30g and 50g formats, the report said.
Tom Gully, Trade Marketing Manager UK at Imperial Tobacco, said: “Following a shift in the market with a rising number of smokers moving to more affordable price points, we have reduced the MRRP on several of our key brands to support retailers and their sales. Demand for value tobacco continues to play a major role in shopper purchasing decisions. By adapting the pricing on these leading brands, we can help retailers ensure they continue to offer customers great quality brands at great value price points.”