Leicester retailer Dee Sedani and NFRN president Ralph Patel have teamed up with Philip Morris for the launch of its online category initiative.

The MyDrive Online website is live now and contains educational videos, pricing information, interactive puzzles and a rewards programme.

Sedani and Patel were sent to Australia by Philip Morris last year and filmed a documentary series called ‘Plain & Gain’, which will be broadcast on the website.

Jerry Margolis, PML sales director, said: “We are committed to retailers during this difficult transition period and have invested in awareness and education to help them adapt their business to plain packaging."