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GREENSBORO, N.C. -- The third-largest cigarette company in the U.S., Lorillard Inc., will launch a non-menthol variety of its flagship Newport brand in November 2010.
Newport Non-Menthol will be positioned as a premium product. The company stated it will have broad competitive consumer appeal, delivering high-quality tobacco taste.
Newport is the second-largest brand in the industry and is the top-selling menthol brand, according to the company. Lorillard believes it will further strengthen its competitive position and its Newport brand family with the national introduction of Newport Non-Menthol to adult non-menthol smokers, the company stated.
"We are excited to leverage Newport, one of the most recognized names in the cigarette industry," Martin Orlowsky, chairman, president and CEO, said in a statement. "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 percent of total industry volume."