Filters and papers specialist Republic Technologies is targeting ‘RYO connoisseurs’ with the launch of an Ultra Slim Swan-branded filter.
The new filter is the thinnest Swan filter ever, providing RYO smokers with a smoother taste and an enhanced tobacco flavour.
“The Swan Ultra Slim filter is a premium, quality product aimed at the more discerning RYO smoker,” says Eleni Koulara, Marketing Manager of Republic Technologies (UK) Limited.
“One of the reasons people choose RYO is that it enables them to make thinner cigarettes which in turn means they smoke less. Size of filter is becoming more important in the RYO sector, particularly among people looking to reduce smoking for health or cost reasons, and the Swan Ultra Slim filter is the product that addresses those specific consumer needs.”
The new Swan pack will contain 126 filter tips and has an rrp of 95p. Launch support includes an extensive digital media campaign focussing on the key areas of sport and music.
The launch comes as the Swan brand, Britain’s Favourite Filter, continues to maintain its dominance of the £62 million RYO filters market, accounting for almost 90% of all filters sold (source: Nielsen, February MAT 2013 – Market Track).