Imperial Tobacco is looking to increase its share of the fast-growing roll-your-own tobacco market with a rebrand of Golden Virginia Smooth aimed at female smokers.

From mid-March, the brand will be renamed GV Smooth and feature new imagery. All pack sizes and rsps will stay the same.

Imperial said Smooth had significant appeal to women aged 18 to 35, adding that female smokers accounted for 55% of the RYO market.

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