Innovation is slipping into the tobacco category in the shape of a limited edition Benson & Hedges Silver Slide pack being launched next month.

Unlike a conventional flip-top box, the new cigarette pack slides open horizontally, a feature that brand owner Gallaher says is unique in the category.

Rolling out from the beginning of next month, the new format is available only while stocks last. It will be backed by in-store point-of-sale material in cash and carries, with branded posters and presenters.

Because tobacco is a dark market, where manufacturers are not permitted to advertise directly to consumers, the company hopes to ignite interest by word of mouth.

Jeremy Blackburn, trade communications manager, said: "A large number of consumers like any product that delivers a point of difference and uniqueness. B&H is renowned for innovation and the new pack is sure to be a hit."