In response to the upcoming menthol ban, Imperial Tobacco has launched Rizla Flavour Infusions – ‘cards’ that can be used to add a menthol flavour to traditional tobacco products.

The Rizla Flavour Infusions come in two varieties, including Menthol Chill, which provides a stronger, more intense flavour, and Fresh Mint, which is slightly smoother and mellower.

They are packed and wrapped separately, allowing retailers to sell them individually at an RRP of 25p each. 

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Consumers have to insert a ‘flavour card’ into a packet of cigarettes, or roll your own tobacco, and wait 60 minutes for the product to gain a menthol flavour, or leave it in longer for a stronger, more intense flavour.

Chris Street, market manager for the UK at Imperial Tobacco, said: “When the menthol ban arrives in May 2020, many adult smokers will be left without their flavour of choice. This new product will allow these shoppers to discover a new way to flavour their tobacco products.

“Menthol and crushball sales are collectively worth 26% of the total UK tobacco market, making up nearly one in four cigarette sales.

“By stocking alternative products, such as Rizla Flavour Infusions or myblu pod-mod vape devices, retailers can provide shoppers with options to help them stick with their flavour preference post ban, and protect their sales as a result.”

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As a tobacco accessory, the new Rizla Flavour Infusions don’t need to be hidden from the sight of shoppers, and the supplier recommends retailers stock them at the till point or on an open gantry.

As well as drawing the attention of shoppers to the new range, this will help encourage conversations with them about the forthcoming menthol ban to raise awareness of the changes to come and help retailers prepare their range. 

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