Rizla King Size Red papers are to be relaunched in a narrower format – from 55mm to 44mm.

The length remains the same and the new width will be highlighted to smokers via on-pack messages.

A marketing programme to support the relaunch includes lifestyle press advertising between February and April in 2004.

Gary Keogh, Rizla’s brand manager, said: “Recent research carried out by Rizla in the UK reveals that when it comes to rolling their own cigarettes, many smokers believe less is more. Our new narrower size will take away their need to tear or double-roll the paper.”

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