Gallaher has introduced new packaging for its Benson & Hedges variant Silver.
The B&H Silver Slide packet, which holds 20 cigarettes, is available initially as a special edition, although there are plans to introduce it permanently if there is consumer demand. It is currently available only in the UK.
Unlike a flip-top box, the Silver Slide packet is opened via a side panel. It also features blank “message” panels on the inside slide and a revamped silver flash across the packaging.
Silver was launched in 2003 as a cheaper, less harsh variant of the gold masterbrand and is one of the fastest growing brands in the UK. Gallaher group brand manager Simon Maude-Roxby says the slide pack was developed to appeal to those who smoke competitors’ products such as Marlboro and who are looking for “style and innovation” at an affordable price.
Manufacturers are looking to differentiate their products following the 2003 ban on tobacco advertising.
Lucky Strike has launched a wallet-style fold-out packet and some Marlboro brands can be bought in Zippo-like flip-top packs.