Enthusiastic about flavour

Imperial Tobacco offers infusion solution for existing adult smokers as menthol ban comes into force


IMPERIAL Tobacco has been gearing up for this month’s menthol ban with some flavourful innovation for existing adult smokers.

Launched this year, Rizla Flavour Infusions offer menthol shoppers the opportunity to flavour their tobacco products.

The Rizla Infusions range comprises flavour cards that can be placed in factory-made and roll-your-own packs to infuse tobacco products with menthol flavour.

Rizla Infusions is available in two flavours – Menthol Chill, which provides a stronger flavour; and Fresh Mint, which offers a smoother menthol flavour.

Both packs are priced at 25p RRP, although Imperial added that retailers are free to sell at a price of their choosing.

Rizla Infusions work by placing a flavour card into a packet of cigarettes or roll-your-own tobacco pouch for at least 60 minutes.

Chris Street, UK marketing manager at Imperial Tobacco commented on the NPD launch: “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 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, making up nearly one in four cigarette sales.

“By stocking alternative products 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.”