Rizla is launching what it claims will be the “thinnest paper on the market”.

King Size Slim Silver will roll out to retailers next week in distinctive silver booklets.

The manufacturer, which claims a market leading 79% share of rolling paper sales, said it planned to support the launch with outdoor and press ads and point-of-sale material.

Its website will also be turned silver for the launch period and the Rizla Suzuki British Superbikes team will be decked out in silver for the last race of the season. Brand manager Gary Keogh said the paper would allow smokers to fully appreciate the flavour of their tobacco.

He said: “The 70p rsp will offer retailers a 50% profit margin.”