JTI has launched the UK’s first capsule filter cigarette - Silk Cut Choice which allows adult smokers to choose whether they add a menthol hit to their cigarette - or not.

Squeezing the filter tip crushes a small embedded capsule and releases menthol flavour into the cigarette with a click.

The innovation allows adult smokers to tailor their smoking experience, and is available across all channels in a King Size 20s pack format for the same price as classic Silk Cut cigarettes. It is also expected to prove popular with more cost conscious smokers who don’t want to buy both menthol and ordinary cigarettes.

The premium cigarette sector accounts for a substantial 23% share of the total cigarette market and provides retailers with a valuable profit opportunity.

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tel: 0800 163 503