BAT is leading the capsule cigarette market charge by introducing the technology across its entire Pall Mall cigarette range.

Pall Mall Click On capsules will be available in every pack across the range, at existing Pall Mall prices.

The move will enable adult smokers to retain the classic taste of Pall Mall cigarettes, or choose to click the capsule for a fresh taste at any point, for no extra cost.

BAT believes that the move could be a “real game changer” for the category.

“Capsule is the biggest innovation in cigarettes since the filter,” BAT UK group brand manager Anna Petrova said. “We’ve already achieved great success with the new Click On range outside of the UK, so we’re confident this launch will deliver a massive impact.”

The full Pall Mall Click On range will be available nationwide from October 2013.

tel: 0800 444 236