Swan gets a new look to tap growth in RYO

Republic Technologies has revamped the packaging of its Swan cigarette filters and papers for the first time in more than a decade.

The company said the redesign would boost growth in the burgeoning roll-your-own tobacco market. "The move to RYO has accelerated following the Budget," said Republic Technologies UK marketing manager Mark Alldred.

Combi-packs containing 50 papers and 50 filters have been repackaged to fit pockets better, while on-pack messages flag up the difference between Swan papers and rivals.

The company claimed other papers were 100% wood pulp, while its own were a blend of textile and wood. "RYO smokers prefer textile papers because they are smoother, slower-burning and easier-to-roll," said Alldred.

Support for the revamp runs alongside Republic's backing for the newly formed Swan Yamaha Superbike team.