Swedish Match is stepping up activity behind its new Styx smoking accessory brand with a Combi pack.
Claimed to be a market first, the combination of 50 papers and filters in one pocket-size, flip-top pack follows research among the brand’s target audience of 18 to 25-year-old roll-your-own (RYO) smokers.
According to the company, the research revealed users were frustrated with papers and filters running out at different times and with the inconvenience of loose products.
Aimed at the impulse sector, the new product carries a premium-positioned rsp of 59p.
Gareth Piers Newton, category marketing controller at Swedish Match, said: “There is nothing like this on the market and feedback from our consumer research tells us there is clearly a genuine gap for such a product.
“Younger RYO users tend to roll on the move, more are using filter tips and they are looking for convenience and portability.”