GREENSBORO, N.C.-- With menthol coming under fire from federal regulators, Lorillard Inc. yesterday announced its plan to launch a non-menthol variety of its flagship Newport brand in November 2010. Lorillard said that it believes it will further strengthen its competitive position and its Newport brand family with the national introduction of Newport Non-Menthol.
Newport, Lorillard's menthol-flavored premium cigarette, is the second-largest brand in the industry and is the top-selling menthol brand.Newport Non-Menthol will be a premium product with broad competitive consumer [image-nocss] appeal that delivers the high quality tobacco taste that adult smokers have grown to expect from Newport, the company said."We are excited to leverage Newport, one of the most recognized names in the cigarette industry," said Martin Orlowsky, chairman, president and chief executive officer. "With the introduction of Newport Non-Menthol, Lorillard will be afforded greater opportunity to compete in the largest segment of the U.S. cigarette market, as the non-menthol category represents approximately 70% of total industry volume."The rollout comes as the U.S. Food & Drug Administration's Tobacco Products Scientific Advisory Committee is examining the health effect of menthol cigarettes on minors and certain ethnic groups. The committee must make recommendations to the FDA in March, said the Associated Press.
(Click here for previous CSP Daily News coverage of Lorillard and menthol.)Greensboro, N.C.-based Lorillard is the third largest manufacturer of cigarettes in the United States. Founded in 1760, Lorillard is the oldest continuously operating tobacco company in the United States, it said. Newport, Lorillard's flagship menthol-flavored premium cigarette brand, is the top-selling menthol and second largest selling cigarette in the United States. In addition to Newport, the Lorillard product line has five additional brand families marketed under the Kent, True, Maverick, Old Gold and Max brand names. These six brands include 41 different product offerings which vary in price, taste, flavor, length and packaging.
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