Imperial expands Embassy Signature range with New Crush variant

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Imperial Tobacco has announced the launch of New Crush, a new addition to its Embassy Signature range.

Designed specifically for ex-crushball smokers looking for premium nicotine solutions at a competitive price, the new variant comprises a modern blend of the finest Virginia tobaccos wrapped in premium paper with a unique cooling sensation filter.

The firm claims the product would provide one of the closest menthol alternatives available on the market, when coupled with flavour cards such as Rizla Flavour Infusions.

“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,” commented Chris Street, market manager UK at Imperial Tobacco.

“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 continuallygrowing sub-economy sector.”

Imperial will be running a National Ambassador Program to support the launch with visits to approximately 481 outlets each month in over 30 cities across the UK.

Launching at the end of March, New Crush will be available to buy in Superkings with an MRRP of just £9.50 per pack of 20s and an MRRP of £47.50 per pack of 100s.