TI is launching what it claims is the world’s first curved pack design for its premium cigarette brand, Camel. The pack will be rolled out across all Camel Blue 20s packs. The move forms part of a complete range modernisation which will also see Camel Blue 10s packs receive a new look. According to Euromonitor, Camel is the sixth biggest-selling cigarette brand in the world. JTI says it is particularly popular in major cities across the UK. Rrp is £3.82 for packs of 10 and £7.47 for 20s.

Jeremy Blackburn, head of communications at JTI, said: "This is a very exciting time for Camel and the premium cigarette sector. Unique to the brand and to the UK market, the new Camel Blue 20s Curve pack is a breakthrough innovation in packaging and design. Adding a contemporary and premium twist to an established and popular UK brand, we would advise retailers to give the packs plenty of space on-shelf."

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