Flavor Capsule Ups Tempo in JT's Pianissimo Brand

Source from:  Tobacco Reporter 10/12/2011

Japan Tobacco Inc. is due to launch nationwide in early November Pianissimo ViV Menthol, the first JT cigarette to include the 'Breath Sparkling Shot' filter capsule that can be crushed by the smoker to provide added flavor. Before crushing the capsule, JT said in a press note announcing the launch, the cigarette provided a 'fresh menthol taste with mint flavor', while after crushing the capsule it delivered a 'somewhat sweet, strong menthol flavor with a refreshingly clean taste'. In addition, crushing the capsule left the smoker with a cleaner aftertaste and a less imposing tobacco odor in the mouth than otherwise was the case. Since the launch of Pianissimo One in 1995, Pianissimo has grown to become one of JT's best-selling brands and the top-selling 100 mm menthol brand on the market. Pianissimo ViV Menthol is the first 85 mm menthol in the Pianissimo line. JT said 'ViV', which had been taken from the English word 'vivid', had been chosen because it would stick in the customer's mind and because it embodied a sense of vibrancy. 'To meet increasingly diverse demands, JT will continue to adapt Pianissimo so that it remains a brand from which customers can select different tar levels, flavors, and even package designs to suite their tastes,' JT said in its press note. Enditem