Imperial Tobacco upgrades and expands L&B Blue Brand family

Imperial Tobacco upgrades and expands L&B Blue Brand family

Imperial has announced a range of updates and upgrades for its popular Lambert & Butler (L&B) brand that are rolling out in stores now. Including new names and new features, the range will provide consumers with more premium products from a familiar brand they can trust, for the same prices*.

As part of the L&B brand developments, Blue Real Blue and Blue Bright Air Filter will be renamed to Blue Original and Blue Bright, to further align the product with the rest of the brand family and create a more recognisable presence for retailers in wholesale depots and on shelves. While L&B Blue Bright and New Crush will feature Fresh Protect, offering customers a more protected pack with a premium resealable foil. All variants will be available to buy at an MRRP of £10.90 for a pack of 20s*.

The brands’ popular rolling tobacco range will also be migrated to the L&B Blue family and known as L&B Blue Rolling Tobacco. In addition, the range will now benefit from tips and premium papers that burn slower, allowing consumers to enjoy their tobacco for longer, to deliver value to shoppers and attract more customers and sales for retailers. The range will be available to buy at MRRPs of £15.50* and £25.45* respectively for the 30g and 50g formats.

Tom Gully, Head of Consumer Marketing UK&I at Imperial Tobacco, said: “We’re excited to welcome a new range of products into our Lambert & Butler Blue brand family. Lambert & Butler Blue already accounts for almost 12% share of FMC sales and 2% of RYO sales[i] highlighting their popularity amongst consumers. Through these latest upgrades, we are offering consumers more premium products for the same prices*, delivering value to shoppers and helping to drive sales for retailers.”


*Based on ITUK MRRP as at February 2023. For the avoidance of doubt, retailers are free at all times to determine the selling price of their products.

[i] ITUK Report on Trade, October 2022