Gold Superkings added to Embassy range

By Éilis Cronin in Tobacco 16th December 2020

Imperial Tobacco has added a Gold Superkings variant to its Embassy Signature portfolio, in a move designed to “help retailers cater for shoppers looking for premium products at a great price”.

Embassy Signature Gold Superkings (£9.50 for a pack of 20) will replace Embassy No.1 Red Superkings to “help differentiate the new Embassy Signature range from the existing Embassy premium offering, which includes Embassy Filter”.

The variant will “help to increase the availability of the Embassy Signature range and target superkings down traders and switchers looking for premium features at a value price point”.

Chris Street, market manager UK at Imperial Tobacco, said: “Demand for value is shaping shopper behaviour as consumers continue to seek out greater value from the products they buy.

“This is a trend we expect to continue and even accelerate as a result of the pandemic, so offering products like Embassy Signature that deliver premium features and exceptional value should be a big focus for retailers in 2021.”