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CHICAGO — In an effort to expand its share in the premium tobacco market, R.J. Reynolds Tobacco has offered $320 million to acquire Santa Fe Natural Tobacco. Rothmans has not yet responded to the RJR bid, which was announced Nov. 22.
The offer comes after Rothmans of Canada proposed a $275 million acquisition last month.
The privately held company manufactures Natural American Spirit, a brand that boasts its ingredients are completely natural and free of additives. The high-margin smoke, which includes herbal and organic extensions, is an appealing target with a customer base of affluent smokers mostly between 30 and 49 years old.
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