Philip Morris Limited (PML) has released its first Marlboro roll- your-own (RYO) product for the UK market. It has introduced Marlboro Gold Original rolling tobacco, which is presented in a premium quality tactile pouch, triple layered for freshness, with a rrp of £4.40 for the 12.5g format and £6.90 for 20g with rolling papers included. It is the first product to be fully sold, distributed and supported by PML. All PML’s factory-made cigarettes will continue to be distributed by Imperial Tobacco until the end of 2015.
Marketing director for the UK and Ireland, Zoe Smith, commented: "This is the most exciting news from the Marlboro brand in many years and we will be fully supporting the launch of Marlboro Gold Original rolling tobacco nationally across all channels. Last year almost half of all adult smokers stated a preference for RYO products and as Marlboro Gold Original is now available in a premium rolling tobacco format, consumers can enjoy the perfect blend of taste and price from the UK’s number one premium cigarette brand."
Marlboro Gold Original rolling tobacco has benefited from exclusive pre-launch sales at some of the UK’s most high-profile events to drive awareness and trial. Launch support for the new product will also include cash and carry activity and retail point-of-sale material.
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www.pmi.com
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