Philip Morris has entered the Roll Your Own (RYO) market with Marlboro Gold.
Available in 12.5g (rrp £4.40) and 20g (rrp £6.90) pouches with rolling papers included, the launch is being supported by a trade media advertising campaign, cash and carry activities and retail POS.
Marketing director Zoe Smith said: “This is the most exciting news from the Marlboro brand in many years and we will be fully supporting the launch of Marlboro Gold Original rolling tobacco nationally across all channels. The rolling tobacco market has grown in both volume and value to be worth almost £2bn a year, so this is an ideal time to launch Marlboro into the category.
“Additionally, Marlboro Gold Original rolling tobacco will be fully supported by PML’s new national field force who are currently building sustainable retail partnerships through consistent brand engagement.”