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 an RRP of £4.40 for the 12.5g format and £6.90 for 20g variant with rolling papers included.

Marlboro Gold Original rolling tobacco is available to order now and 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 through to 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. The rolling tobacco market has grown in both volume and value to be worth almost £2bn a year, so this is an ideal time to launch Marlboro into the category.

“Last year almost half of all adult smokers stated a preference for roll your own 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 brand.

“Additionally, Marlboro Gold Original rolling tobacco will be fully supported by PML’s new national field force who are currently building sustainable retail partnerships through consistent brand engagement.”

Marlboro Gold Original rolling tobacco has benefitted from exclusive pre-launch sales at some of the UK’s most high profile events and festivals to drive awareness and trial. The launch support for the new product will also include an extensive trade media advertising campaign, cash and carry activities and retail point of sale.