Imperial Tobacco is seeking to revolutionise the smooth cigarette category with the launch of JPS Triple Flow in December.

The cigarette boasts three innovative new features which combine to give adult smokers “the ultimate smooth smoke with the fullness of flavour of a full strength smoke”.

New “easy draw” channels have been cut into the filter and allow for a “fuller” smoking experience.

The cigarettes also contain a new high-quality blend of tobaccos which have been steamed slowly to result in a richer, smoother smoke.

The third component is a special paper which has been designed to smell less of smoke when the cigarette is burned.

JPS brand portfolio manager Emma Stew said: “Smooth blends now account for almost a quarter of factory made cigarette sales, and JPS Triple Flow has been designed to offer the ultimate smooth smoking experience.

“With its next generation features and distinctive packaging, there is nothing like it in the market.

“Combining premium quality with a pocket-friendly price – all while offering retailers profit on return rates of 5.95% – it’s a thrilling new addition to the JPS family.”

JPS Triple Flow is available in packs of 19 cigarettes with an rrp of £7.49. Pricemarked packs are also available at £7.35.