JT to Launch Mild Seven Low-Odor Product

Source from:  tr.itsmyiq.com Oct 29, 2007 10/30/2007

Japan Tobacco Inc said today that it is to launch nationwide in December Mild Seven D-spec Super Lights Box in response to consumer demand for D-spec products within the Mild Seven brand. D-spec products produce less odor and are therefore more acceptable to people who find tobacco smoke unpleasant. This year marks the 30th anniversary of the Mild Seven brand, which was first launched on June 1, 1977 and which, within two years, went on to become Japan's best selling cigarette, a position that it has never lost. JT has been focusing on strengthening the Mild Seven brand and D-spec segment. In a press note, the new product was said to apply the D-spec technology while maintaining Mild Seven's 'popular smooth and clear taste that is most beloved by smokers in Japan'. "We are proud to be applying our innovative D-Spec technology to our number one brand Mild Seven," said Yoshihisa Fujisaki, senior vice president and head of JT's Brand General Division. "This initiative will contribute to enhancing the brand's overall equity and further evolving Mild Seven's product capabilities, and will be instrumental in gaining brand share in Japan's highly competitive domestic market. We aim to increase JT's domestic market share by building up the equity of the Mild Seven brand through the introduction of such value added products." With the launch of Mild Seven D-spec Super Lights Box, there will be a total of 20 Mild Seven products available nationwide, and 19 D-spec products on the Japanese market, 14 available nationwide and five in limited sales areas. Enditem