JTI’s Natural American Spirit tobacco brand will be re-launched in new legally compliant packs with the new name ‘American Spirit’ next month.

New European Tobacco Product Directive (EUTPD) laws, set to be enforced for retailers next May, prohibit the use of words such as ‘natural’ on tobacco packaging.

American Spirit rolling tobacco pouches will roll out first, with cigarette SKUs set to follow.

The new 30g pouches will have an rrp of £12.50.

The product remains unchanged and continues to provide a significant profit opportunity for retailers as the UK’s number one additive free tobacco brand, JTI said.

Whilst current ‘Natural American Spirit’ packaging will be compliant until May 2017, retailers are encouraged to sell though this stock first, as they prepare their gantry for EUTPD compliance, JTI said.

For more information on the new American Spirit packs or EUTPD, retailers should speak to their local JTI representative or call the JTI Customer Careline on 0800 163 503 to arrange a visit.

Retailers can also visit www.jtiadvance.co.uk and download the free JTI Advance app for advice and information.