Imperial Tobacco is launching a premium Rizla brand that it claims will offer retailers a 50% profit margin.
Available from the beginning of October, Rizla Regular Silver follows the launch of Rizla King Size Slim Silver last year.
The product is packaged in outers of 50 booklets and has an rsp of 35p, offering a margin of 17.5p.
The company claims it is made from the best premium paper available and natural gum Arabic, meeting growing consumer demand for thinner papers that allow the taste of the tobacco to filter through.
Rizla UK brand manager Gary Keogh said the thinner rolling category now accounted for 20% of total sales and had grown by 50% in the past two years. “There is a trend in the UK towards better quality papers and Rizla Regular Silver aims to capitalise on that trend,” he added.