Marlboro launches RYO pack

Cigarette brand Marlboro has launched its first roll-your-own product.

The brand, which claims to have been the world’s number one tobacco brand since 1972, has released Marlboro Gold Original rolling tobacco.

It comes in a triple-layered tactile pouch and has an rrp of £4.40 for 12.5g and £6.90 for 20g, with gummed rolling papers included.

The product is the first of Marlboro’s to be distributed by Philip Morris, which will take over distribution of Marlboro’s factory-made cigarettes from Imperial Tobacco in 2016.

PML marketing director for the UK and Ireland Zoe Smith said: “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 £2 billion a year, according to Nielsen, 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 been trialled at festivals and events over the summer to raise awareness ahead of the launch, which will be backed by trade media ads, cash and carry activities and POS.

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