As the industry prepares itself for the next raft of legislation to hit the tobacco category, Imperial Tobacco has announced the launch of an innovative new product from the world’s most popular rolling paper brand[i]. Rolling out into stores from January, Rizla Flavour Infusions will offer menthol shoppers a fresh new proposition that will allow them to discover great flavours and help retailers protect their sales ahead of the menthol ban next year.
Rizla Flavour Infusions comprise flavour cards that can be used to mentholate traditional factory made cigarettes or roll your own tobacco products. The Rizla Flavour Infusions range of flavour cards includes two different variants – Menthol Chill which provides a stronger, more intense flavour and Fresh Mint which is slightly smoother and more mellow – which are packed and wrapped separately, allowing retailers to sell them individually at an RRP of just 25p* each. The new Rizla Flavour Infusions are incredibly easy to use. Simply insert a flavour card into a packet of cigarettes or roll your own tobacco and wait at least 60 minutes for the contents to mentholate, or leave it in longer for a stronger, more intense flavour.
Chris Street, Market Manager UK at Imperial Tobacco commented: “When the menthol ban arrives in May 2020, many adult smokers will be left without their flavour of choice. This revolutionary new proposition from the world’s leading rolling paper brand[ii] will allow these shoppers to discover a whole new way to flavour their tobacco products with Rizla Flavour Infusions.
“Menthol and crushball sales are collectively worth 26% of the total UK tobacco market[iii], making up nearly 1 in 4 cigarette sales. By stocking alternative product solutions such as Rizla Flavour Infusions or myblu pod-mod vape devices, retailers can provide shoppers with options to help them stick with their flavour preference post ban and protect their sales as a result.”
As a tobacco accessory, the new Rizla Flavour Infusions don’t need to be hidden from the sight of shoppers, so we recommend stocking them at the till point or on an open gantry. As well as drawing the attention of shoppers to the new range, this will help encourage conversations with them about the forthcoming menthol ban to raise awareness of the changes to come and help retailers prepare their range.
*RRP as at November 2019. Retailers are free at all times to determine the selling prices of their products.
[i] Report on Trade, September 2019
[ii] Report on Trade, September 2019
[iii] ITUK Estimates