Amber Leaf celebrates 30 years and a decade as No.1 in RYO


JTI has reached two important milestones for Virginia blend tobacco brand, Amber Leaf. Launched in 1991, Amber Leaf is now 30 years old and has achieved 10 years as the No.1 RYO brand in the UK as of this month.

The brand currently holds a 27 per cent share of the RYO market and continues to generate good cash margin. Amber Leaf original is available in a 30g pouch with an affordable RRP of £15.95, 50g pouch with an RRP of £26.25 and a 3-in1 box format with an RRP of £15.85. Each includes hand stripped, fine cut Virginia blend tobacco, 100 premium quality cigarette papers and 77 filter tips. Alongside the original, the Amber Leaf range also includes the Blonde 30g Box – a smoother tasting version with an RRP of £15.85.

“We are incredibly proud of Amber Leaf reaching these two major milestones in 2021,” says Ross Hennessy, Head of Sales at JTI UK. “Since it was introduced 30 years ago, the brand has gone from strength to strength and we cannot thank retailers enough for helping retain its position as the No.1 RYO brand for the last 10 years. We’re looking forward to supporting retailers in the years to come with this iconic brand in the tobacco category.”

For more information on Amber Leaf or any other JTI product, retailers should speak to their local JTI Sales Representative or call the help desk on 0800 163503. Retailers can also visit for further information.