Adult smokers in the South East of England now have a new premium cigarette to choose from in the form of Davidoff iD from Imperial Tobacco.

Packaging for the premium American blend cigarettes which are available in blue (smooth) and orange (full flavour) is eye catching, and exhibits a a number of innovative design features.

When pushed, the glide-tec opening reveals one of six modern art designs, made by up-and coming artists, and inspired by everyday objects such as cutlery and crayons.

Bucking the national trend for growth in economy and value-priced cigarette brands, sales of premium-priced cigarettes are going from strength to strength in greater London and the south east, making the area perfect for such a launch, Imperial said.

Currently, more than 41% of retail cigarette sales in the South East are from premium brands.

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