Marlboro Skyline Targeting Menthol Segment

While the discussions on what the U.S. FDA will decide about menthol cigarettes swirl around, Philip Morris USA has clearly demonstrated that it has no intention to give up on menthol category with the launch of new Marlboro Skyline brand that took place in October, 2010.

Philip Morris senior communications manager, Steve Callahan, said that Marlboro Skyline is a “premium menthol-flavored cigarette produced from an all-bright blend of tobacco,” giving adult a boost of fresh and intense flavor. The newest addition to Marlboro brand family doesn’t replace present Marlboro Menthol styles.

Marlboro Skyline can now be bought in any store across the USA, excluding Michigan, where the cigarette-maker is test-marketing another menthol cigarette, a new variety of its Marlboro Special Blend.

In the meantime, Philip Morris USA is still trying to find an opportunity in menthol category, stated the company’s spokesman, since it represents approximately 25 percent of the total cigarette market in the USA. Responding to the question about FDA talks, Callahan admitted that the company has taken an active part in the Tobacco Products Scientific Advisory Committee (TPSAC) meetings, providing its point of view of the science and evidence associated with menthol, and that it intends to continue those efforts.

“Phillip Morris USA thinks that the reliable science-based information and collective evidence doesn’t back a recommendation to prohibit menthol” he added.

In June, Altria Group - owner of Philip Morris - shared nearly 170-page documentation to TPSAC on behalf of Philip Morris USA supporting that understanding. The documentation comprised information about the design, production and testing of menthol cigarettes; as well as health impact of menthol cigarettes versus non-menthol ones.
It also included an Overall Exposure Study by PM USA, studies on the sensory and reported anesthetic impact of menthol flavoring, and the data on smoking initiation associated with menthol cigarettes, and other.

A final report and decision from TPSAC is scheduled for March 2011. Before that, Philip Morris will continue operation as usual while taking part in the TPSAC meetings. And Callahan even urged retailers to participate in the process as well by providing the public opinion on the FDA’s website.

“Bottom point, we consider that menthol cigarettes should remain a legal choice for the millions of adult smokers who prefer to consume them currently,” he mentioned.