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JAPAN

JT redesigns and extends Mild Seven brand

02 Dec 2010. Japan Tobacco today announced to launch a new addition to its "Mild Seven" line across the country in the middle of January 2011.

The new 100's box "Mild Seven D-Spec One" will feature Japan Tobacco's D-spec technology, which reduces unpleasant cigarette smells. The D-Spec brands were first introduced to the market in December 2007 with "Mild Seven D-Spec Super Lights Box."

JT will also redesign the packages of twelve box-type products in the non-menthol category of Mild Seven. They will be sold in round corner boxes.

Changes in five low-tar products ranging from 1 mg to 3 mg tar are planned after the middle of February 2011 and in seven medium/high-tar products ranging from 6 mg to 10 mg tar are planned after the middle of May 2011.

Mild Seven Impact One 100s Box and Mild Seven D-SPEC Super Lights Box will be getting not only a makeover to round corner boxes but also changes to their package design. The most noticeable aspect of the new design of Mild Seven D-SPEC One 100s Box will be the blue D icon on the box signifying the use of D-spec technologies, as well as the matte black colour.

Mild Seven is the brand with the highest share of tobacco sales in Japan.  (pi)