JTI rolls out addition to Amber Leaf roll-up line-up

On November 1, Japan Tobacco International launched a new addition to its Amber Leaf rolling tobacco brand.

Amber Leaf Blonde uses a paler coloured cigarette blend, which the company believes will attract existing cigarette smokers who are trading down into roll your own (RYO) from ready-rolled cigarettes.

Blonde will be available across all channels in a 12.5g crush-proof box and 25g pouch, and exclusively to multiples in 50g, said The Grocer. It has a recommended retail price of £3.87, £7.57 and £14.99 respectively, the same as Amber Leaf.

“The launch of Amber Leaf Blonde is designed to capitalise on the growth of the RYO market, as well as Amber Leaf’s No.1 status - an achievement we’re hugely proud of,” said JTI head of communications Jeremy Blackburn.

“Unlike traditional RYO tobacco, the blend of which is typically dark in colour, Blonde uses a pale-coloured Virginia blend to provide a smooth taste. It’ll not only appeal to existing adult RYO smokers, but also the growing number of existing adult dual smokers looking for an RYO product to switch to.”