Imperial to sell cut-price new brand

Imperial Tobacco is to enter the cut-priced tobacco sector with the launch of its new Richmond brand. The brand will go on sale from September 6 at a recommended retail price of &£3.25 for 20 cigarettes, and will be supported with an advertising campaign through Mustoe Merriman Herring Levy. It will come in two variants, one with a tar level of 12mgs and Richmond Lights at 5mgs. Graham Blashill, Imperial’s UK managing director, says: “The sector accounts for 20 per cent of the total cigarette market and is growing.” Richmond, Imperial’s first brand launch in 16 years, will compete against Gallaher’s Mayfair and Sovereign brands. Its launch was brought forward following the Government’s decision to implement the European Union directive banning tobacco advertising on December 10.

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