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"Mevius Option Rich Plus Line" and new 16 redesigned Mevius products
Mevius celebrates its 3rd anniversary with "Ever Evolving. Ever Surprising." campaign
Redesigned standard Mevius product to be launched nationwide in June 2016
The new "Mevius Option Rich Plus" line will be introduced nationwide in late May 2016
Tokyo, April 8, 2016 --- Today, Japan Tobacco Inc. (JT) (TSE: 2914) has announced the upgrade of sixteen standard Mevius products(*1) in new design in June 2016 across Japan as part of the brand's 3rd anniversary celebration. Furthermore JT will launch three new products from Mevius : "Mevius Option Rich Plus 10," "Mevius Option Rich Plus 6," and "Mevius Option Rich Plus One 100's" nationwide in late May 2016.
In 2013, aiming to become the No. 1 global premium brand, JT changed the name of Mild Seven to Mevius, and since then has taken a number of initiatives to improve the product and its services. With the celebration of its 3rd anniversary in 2016, Mevius will commit to accelerating the brand evolution and further improving the product and services to deliver the feel of "Ever Evolving. Ever Surprising." to consumers.
Standard Mevius products have been redesigned, while their flavor and aroma remain unchanged.
For the sixteen standard Mevius products, the package designs and filter quality have been improved without changing the flavor and aroma that consumers enjoy.
For the package designs, we placed an arc (an arc-shaped element) in the center of the package to achieve a sophisticated design with a premium look. For the filters, JT sought to improve the hardness and the ease of separation from the lips, so as to provide consumers with a higher-quality smoking experience.
Crushing the capsule produces roasted aroma and smooth taste.
New "Mevius Option Rich Plus" line to be available at your regular store.
In recent years, share of menthol products, especially products with capsules has been growing continuously. In particular, Mevius Premium Menthol Option Series has been very well received by consumers.
Mevius, the leading brand of capsule products in Japan(*2), will now release three new "Mevius Option Rich Plus" products offering consumers the opportunity to enjoy capsules for non-menthol products. When you crush the capsule built into the filter, you can enjoy roasted aroma and smooth taste.
With these new products and redesigns, JT continues to provide high-quality products and services for Mevius that can satisfy consumers to an even greater extent.
- (*1) The upgraded products include the 15 Mevius products (Original, Lights, Super Lights, Extra Lights, One) plus Impact One 100's Box, for a total of 16 products.
- (*2) Internal reserch.
Product Information
| Name | Launched | Price (Yen) | Tar | Nicotine |
|---|---|---|---|---|
| Mevius | June 1977 | 440 | 10mg | 0.8mg |
| Mevius Box | October 1993 | 440 | 10mg | 0.8mg |
| Mevius 100's Box | June 2009 | 440 | 10mg | 0.8mg |
| Mevius Lights | July 1985 | 440 | 8mg | 0.7mg |
| Mevius Lights Box | October 1994 | 440 | 8mg | 0.7mg |
| Mevius Lights 100's Box | June 2009 | 440 | 8mg | 0.7mg |
| Mevius Super Lights | July 1989 | 440 | 6mg | 0.5mg |
| Mevius Super Lights Box | June 1994 | 440 | 6mg | 0.5mg |
| Mevius Super Lights 100's Box | December 2006 | 440 | 6mg | 0.5mg |
| Mevius Extra Lights | August 1998 | 440 | 3mg | 0.3mg |
| Mevius Extra Lights Box | June 1995 | 440 | 3mg | 0.3mg |
| Mevius Extra Lights 100's Box | June 1996 | 440 | 3mg | 0.3mg |
| Mevius One | March 2003 | 440 | 1mg | 0.1mg |
| Mevius One Box | December 1999 | 440 | 1mg | 0.1mg |
| Mevius One 100's Box | February 1998 | 440 | 1mg | 0.1mg |
| Mevius Impact One 100's Box | May 2008 | 440 | 1mg | 0.1mg |
| Mevius Mode 6 | December 2007 | 440 | 6mg | 0.5mg |
| Mevius Mode 6 100's | June 2015 | 440 | 6mg | 0.5mg |
| Mevius Mode 3 100's | June 2015 | 440 | 3mg | 0.3mg |
| Mevius Mode One 100's | January 2011 | 440 | 1mg | 0.1mg |
| Mevius Mode Style Plus 6 | January 2012 | 440 | 6mg | 0.4mg |
| Mevius Mode Style Plus One | January 2012 | 440 | 1mg | 0.1mg |
| Mevius Premium Menthol 8 | March 2013 | 440 | 8mg | 0.7mg |
| Mevius Premium Menthol 5 | February 2013 | 440 | 5mg | 0.5mg |
| Mevius Premium Menthol One | February 2013 | 440 | 1mg | 0.1mg |
| Mevius Premium Menthol One 100's | February 2013 | 440 | 1mg | 0.1mg |
| Mevius Premium Menthol Option 8 | May 2013 | 440 | 8mg | 0.7mg |
| Mevius Premium Menthol Option 5 | May 2013 | 440 | 5mg | 0.5mg |
| Mevius Premium Menthol Option One 100's | May 2013 | 440 | 1mg | 0.1mg |
| Mevius Premium Menthol Spread 8 | September 2013 | 440 | 8mg | 0.7mg |
| Mevius Premium Menthol Spread 5 | September 2013 | 440 | 5mg | 0.5mg |
| Mevius Premium Menthol Spread One 100's | September 2013 | 440 | 1mg | 0.1mg |
| Mevius Premium Menthol Option Yellow 8 | February 2015 | 440 | 8mg | 0.7mg |
| Mevius Premium Menthol Option Yellow 5 | February 2015 | 440 | 5mg | 0.5mg |
| Mevius Premium Menthol Option Yellow One 100's | February 2015 | 440 | 1mg | 0.1mg |
| Mevius Option Rich Plus 10 | May 2016 | 440 | 10mg | 0.8mg |
| Mevius Option Rich Plus 6 | May 2016 | 440 | 6mg | 0.5mg |
| Mevius Option Rich Plus One 100's | May 2016 | 440 | 1mg | 0.1mg |
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Japan Tobacco Inc. is a leading international tobacco company. Its products are sold in over 120 countries and its globally recognized brands include Winston, Camel, Mevius, LD and Natural American Spirit. With diversified operations, JT is also actively present in pharmaceuticals and processed foods. The company's revenue was ¥2.253 trillion (US$18,679 million(*)) in the fiscal year ended December 31, 2015.
- * Translated at the rate of ¥120.61 per $1, as of December 31, 2015