Swedish Match is looking to smoke out some younger customers with a new range of cigarette papers.
The manufacturer, which already has a presence in the roll-your-own accessories market with its Swan brand, is launching designer-style offering Styx into the market.
Trendy graphics and eye-catching typography will feature across a range of four standard and two kingsize packs of papers. Rsp for the range has yet to be confirmed but it is likely to be in line with other offerings in the market.
A spokesman said: “It is a new range that will neatly sit alongside Swan, but aimed at a younger market.
“Our research has shown that younger people are really into brands but not if they are too popular. It will be pitched against Rizla and Swan in terms of pricing.”