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JTI’s innovative “˜less smoke smell’ (LSS) Mild Seven cigarette will soon roll out in Asian travel retail |
INTERNATIONAL. JT International (JTI), the international tobacco division of Japan Tobacco, is introducing an innovative “˜less smoke smell’ (LSS) cigarette to global travel retail.
The LSS Cigarette Technology is a flavouring technology developed by Japan Tobacco and first launched in February 2003 in Japan. The LSS Cigarette Technology is embedded in the cigarette paper and tobacco through flavours and is designed to reduce some of the odour of cigarette smoke (when the cigarette is lit).
The LSS cigarette leaves behind less tobacco-smoke odour than other products of similar configuration in the market, said JTI, and will “add a touch of innovation and modernism to the travel retail tobacco category”. JTI plans to introduce Mild Seven LSS cigarettes to all key international airports in the Asia Pacific region in the near future.
It will retail at the same price point as Mild Seven does today, JTI told The Moodie Report.
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New showcase units for Mild Seven underline travel retail investment, says JTI |
The group has put considerable investment behind the Mild Seven brand in travel retail recently, including a striking “˜new generation’ showcasing unit to enhance the brand’s image and visibility in the channel. This is being rolled out to key locations, with all major international airports expected to be covered by the end of the year, added JTI.
The company said that a more premium look for its furniture was part of its drive to enhance dialogue with its trading partners and to better engage the consumer, with the aim of growing the category.
“We want to place tobacco where it deserves to be in-store,” said JTI Corporate Affairs Manager Santiago Llairo. “Our goal is to grow penetration in the shop, and drive the category. That concept is being supported by retailers. We also need to move towards a more sustainable way of displaying tobacco at a category level. We believe a prominent display of tobacco, as in some new duty free shops, is a good example – prominent, though sensible. We need to develop different models depending on each market’s business environment.”
In other Mild Seven news, JTI is planning to introduce more travel retail exclusive packaging in Q3, through the Mild Seven “˜Equalizer’ side slide pack. This will depict various iconic landmarks of cities such as Tokyo, Taipei, Seoul, Kuala Lumpur, Singapore and New York.
It follows the launch earlier this year of another channel-exclusive design, the “˜Dragon’ limited edition pack with a flat carton configuration. This pack highlights the contemporary design of the Mild Seven brand and quickly became a best-seller in key airports in Japan, Taiwan, Singapore, Korea and Indonesia, noted JTI.
Mild Seven is distributed in more than 40 countries and enjoys leading positions in key Asian markets, including Japan – where it is number one.
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The new ‘Dragon’ limited edition packaging for Mild Seven will help to differentiate the travel retail offer |