Imperial Tobacco

In an industry first, Imperial Tobacco has announced the launch of a new combi pouch format for Riverstone.

The latest launch follows the tobacco major’s first Roll Your Own variant under Lambert & Butler brand.

Rolling out into stores now, the Riverstone Combi Pouch, priced at £11.00 RRP, ticks all the boxes for new entrants into the Fine Cut Tobacco (FCT) category and dualists with this new format, including 30g of easy-to-roll tobacco and 60 papers and 60 filters.

The packaging innovation will be the first ever combi pouch to hit the UK market, the firm said.

“Our research shows that the handy box formats currently available on the market tend to compress the tobacco inside, making it difficult to separate and roll. We are addressing this issue head on with the launch of our new combi pouch solution,” said Chris Street, Market Manager UK at Imperial Tobacco.

“As the first brand to bring to market such an innovative packaging solution, we’re confident this latest launch for Riverstone will attract even more interest and sales from adult smokers looking for great quality RYO tobacco at an affordable price.”