Imperial Tobacco is aiming to smoke out new fans for its St Bruno Flake pipe tobacco by introducing a new pack design.
Rolling out now, new-look 25g packs contain a thermo tray' in a sealable pouch which is said to keep the contents fresher for longer after opening.
The new pouches will also feature on 25g packs of Walnut Flake pipe tobacco.
Spokesman Iain Watkins said: "Our research has shown an extremely positive response to the new style pouches, and we expect St Bruno's popularity to increase accordingly.
"The new packaging will ensure that once consumers have opened the tray, they can continue to store the tobacco in the pouch, rather than decanting to alternative storage."