Euro launch for Japanese cigarettes

Japan’s only tobacco company is planning a European launch of its number one cigarette brand.

The Japan Tobacco Company, which has about 90 per cent of the Japanese market and owns the Manchester Tobacco company in the UK, is understood to be launching its Mild Seven brand across Europe.

The cigarettes contain US blend tobacco and come in Light, Super Light and Extra Light versions. Industry sources say the brand will be pitched against cigarettes such as Marlboro Lights and Camel Lights.

Advertising agencies have been approached by the company, which already sells Mild Seven in the US, Asia, and the Middle East.

At present, the brand is only available to UK smokers through airport duty-free outlets.

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