JTI focuses on Mild Seven in Asia

The company is to introduce Less Smoke Smell cigarette technology and a limited edition “Equalizer” pack later in the year Tobacco supplier Japan Tobacco International (JTI) is to continue focusing on its Mild Seven brand in the Asia/Pacific region with the launch of two limited edition packs, a showcasing unit and Mild Seven Less Smoke Smell (LSS) cigarettes. The LSS cigarette is a flavouring technology developed by JTI and was first launched in February 2003 in Japan. The LSS cigarette technology, which is embedded in the cigarette paper and tobacco through flavours and is designed to reduce some of the odor of cigarette smoke when the cigarette is lit, will be launched in key airports in the region. A company statement said: “The LSS Cigarette technology leaves behind less tobacco-smoke odor than other similar products in the market and will add a touch of innovation and modernisation to the travel-retail category.” Following the success of the Dragon limited edition pack launched by JTI earlier this year, the supplier is planning another travel-retail exclusive, the Mild Seven Equalizer side slide pack, in the third quarter of 2010. This will enable consumes to discover various iconic landmarks of cities such as Tokyo, Taipei, Seoul, Kuala Lumpur, Singapore and New York. JTI is also working on improving the design of its Mild Seven showcasing units and has developed a new generation display aiming to enhance the brand’s image and visibility in travel-retail. “The new showcasing design rollout is in progress and should be completed in all major international airports by the end of the year,” the company said. Mild Seven is the company’s top-selling charcoal filter cigarette and is distributed in more than 40 countries.

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