Japan Tobacco to roll out new flavor, aroma Zerostyle Bitter Leaf for smokeless Zerostyle brand, designed to bring out flavor and aroma of original tobacco, will go on sale in early December

TOKYO , October 20, 2011 (press release) – Japan Tobacco Inc. (JT) (TSE: 2914) has announced that in early December, as a new addition to its new style of smokeless tobacco product ''Zerostyle,'' it will be launching the new ''Zerostyle Bitter Leaf'' with accompanying refill cartridges. The new product will be made available in Tokyo, Kanagawa, Saitama, Chiba, and selected retail stores nationwide.

''Zerostyle Mint,'' which went on sale in May of 2010, is well-received as a completely new style of smokeless tobacco. The product does not require a flame, and thus is smokeless, allowing consumers to use it in a variety of locations, being considerate to neighbours at the same time.

Introducing ''Zerostyle Bitter Leaf,'' a new flavour to meet consumer needs

A mildly bitter palate achieved with unique JT production techniques designed to bring out the flavour and aroma of original tobacco

Since the launch of ''Zerostyle Mint'' we have received requests from a number of consumers asking for a product with the flavour and aroma of a regular product.(*1) To meet the consumer demand, JT is launching the new regular flavoured ''Zerostyle Bitter Leaf'' as part of the smokeless ''Zerostyle'' brand line.

Using unique production techniques that bring out the flavour and aroma of original tobacco by taking select tobacco leaves, powdering them, and then shaping the powder into granules, JT has produced a smokeless, clean-tasting yet mildly bitter tobacco.

For the package, we chose a stylish avant-garde black design. Refill cartridges in sets of two will also go on sale with the new product.

As exemplified by the new ''Zerostyle Bitter Leaf,'' JT is committed to satisfying our consumers through innovation, not being bound by preconceived notions.

*1 A product without a menthol flavour or aroma.
The smokeless ''Zerostyle'' lineThe smokeless ''Zerostyle'' line, giving you more opportunities to enjoy tobacco

''Zerostyle'' is a new style snuff tobacco product. The product does not require a flame, and thus is smokeless, allowing consumers to use it in a variety of locations, being considerate to neighbours at the same time. Through the introduction of ''Zerostyle,'' the company believes that it is offering a wider variety of tobacco categories for consumers to choose from.

As Japanese consumers are unfamiliar with conventional snuff products, the design of ''Zerostyle Mint'' was developed, adopting a replaceable cartridge that fits into a cigarette-shaped pipe which contains tobacco leaves.

The product is fitted with a tapered mouthpiece and removable cap, and consumers can use the product for approximately half to one full day on a single refill cartridge, depending on the individual. To allow for easy carry and portability, the refill cartridges are individually wrapped in pouches.

JT will continue striving to enhance customer satisfaction

Tobacco has been an article of enjoyment for many adults. To meet a diverse range of consumer needs, JT is fully committed to continuously strengthening its product portfolio, including the development of new tobacco products as well as improvement to product taste and flavour.

''Zerostyle Mint'' will get a new package design and the number of ''Zerostyle Mint Refill Cartridges'' will change

The ''Zerostyle Mint'' line will also be getting a new design in the same stylish avant-garde ''Zerostyle Bitter Leaf'' package.

Also, the number of refill cartridges sold in ''Zerostyle Mint Refill Cartriges'' will be gradually changed from four to two beginning in early December. This will impart a sense of consistency to the ''Zerostyle'' line-up.

Japan Tobacco Inc. is a leading international tobacco product company. Its products are sold in over 120 countries and its internationally recognized cigarette brands include Winston, Camel, Mild Seven and Benson & Hedges. With diversified operations, JT is also actively present in pharmaceuticals and foods. The company's adjusted net sales excluding tax(*) were JPY 1.946 trillion (US$23,415 million(**)) in the fiscal year ended March 31, 2011.

* Adjusted net sales excluding tax on a consolidated basis do not include revenue from the imported tobacco, domestic duty free, the China Division and other peripheral businesses in the Japanese domestic tobacco business. Nor does it include revenue from distribution, contract manufacturing and other peripheral businesses in the international tobacco business.

** Translated at the rate of JPY 83.15 per $1, as of March 31, 2011

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