JTI is launching a new curved pack design for its premium cigarette brand, Camel.

The new packaging will be rolled out across all Camel Blue 20s from September as part of a complete range modernisation which will also see Camel Blue 10s receive a new look.

The premium cigarette sector currently boasts a 22% volume share of the UK cigarette market.

JTI head of communications Jeremy Blackburn said: “This is a very exciting time for Camel and the premium cigarette sector. Unique to the brand and to the UK market, the new Camel Blue 20s ‘Curve’ pack is a breakthrough innovation in packaging and design.”

tel: 0800 163 503.

Camel Blue 20s: £7.47