JT to Launch 15 New Mild Seven Package Designs
and ”Mild Seven Impact One Menthol Box”

Aiming to Achieve a Third Year of Domestic Market Share Growth by Enhancing its No. 1 Brand

Tokyo, December 17, 2009--- Japan Tobacco Inc. (JT) (TSE: 2914) today announced it is redesigning 15 of the Mild Seven brand’s soft pack, box and 100’s box products. Additionally, a new product labeled as ’’Mild Seven Impact One Menthol Box‘’ is being developed. JT plans to launch the redesigned packages and the new product in early February 2010 in Japan.

The 15 products selected to be redesigned form the backbone of the Mild Seven brand. JT’s decision to redesign the packaging exemplifies the brand’s philosophy, which continuously evolves with the changing trends and times. The new designs incorporate a motif of a ’’breeze,‘’ aiming to visually convey a refreshing and upbeat sensation.

Fifteen products redesigned packages:

Mild Seven, Mild Seven Box, Mild Seven 100’s Box

Mild Seven Lights, Mild Seven Lights Box, Mild Seven Lights 100’s Box

Mild Seven Super Lights, Mild Seven Super Lights Box, Mild Seven Super Lights 100’s Box

Mild Seven Extra Lights, Mild Seven Extra Lights Box, Mild Seven Extra Lights 100’s Box

Mild Seven One, Mild Seven One Box, Mild Seven One 100’s Box

’’Mild Seven Impact One Menthol Box‘’ has been developed as the newest member of the Mild Seven family in response to diversifying consumer needs, and to enhance competitiveness in an expanding menthol market. The new product utilizes a Flavor Thread Filter containing natural menthol flavor and a unique blending process that provides more satisfying flavor and impact as a 1mg-tar product.

New Product Profile: Mild Seven Impact One Menthol Box

Price	:	300 yen / 20 cigarettes
Tar / Nicotine	:	1mg / 0.1mg

Mild Seven has been Japan’s No. 1 cigarette brand since 1978(*1). In line with the strategy to focus on three core brands including Mild Seven, JT is aiming to achieving a third consecutive year of domestic market share growth through the launches.

(*1)	According to market research conducted by JT.

Product Information

Product Name	Launched	Price	Tar	Nicotine
1. Mild Seven	June 1977	JPY300	10mg	0.8mg
2. Mild Seven Box	October 1993	JPY300	10mg	0.8mg
3. Mild Seven 100’s Box	June 2009	JPY300	10mg	0.8mg
4. Mild Seven Lights	July 1985	JPY300	8mg	0.7mg
5. Mild Seven Lights Box	October 1994	JPY300	8mg	0.7mg
6. Mild Seven Lights 100’s Box	June 2009	JPY300	8mg	0.7mg
7. Mild Seven Super Lights	July 1989	JPY300	6mg	0.5mg
8. Mild Seven Super Lights Box	June 1994	JPY300	6mg	0.5mg
9. Mild Seven Super Lights 100’s Box	December 2006	JPY300	6mg	0.5mg
10. Mild Seven Extra Lights	August 1998	JPY300	3mg	0.3mg
11. Mild Seven Extra Lights Box	June 1995	JPY300	3mg	0.3mg
12. Mild Seven Extra Lights 100’s Box	June 1996	JPY300	3mg	0.3mg
13. Mild Seven One	March 2003	JPY300	1mg	0.1mg
14. Mild Seven One Box	December 1999	JPY300	1mg	0.1mg
15. Mild Seven One 100’s Box	February 1998	JPY300	1mg	0.1mg
16. Mild Seven Impact One 100’s Box	May 2008	JPY300	1mg	0.1mg
17. Mild Seven Impact One Menthol Box	February 2010	JPY300	1mg	0.1mg
18. Mild Seven Aqua Menthol One Box	January 2004	JPY300	1mg	0.1mg
19. Mild Seven Aqua Menthol One 100’s Box	July 2005	JPY300	1mg	0.1mg
20. Mild Seven Aqua Menthol Super Lights Box	July 2007	JPY300	6mg	0.5mg
21. Mild Seven FK	May 1988	JPY300	10mg	0.8mg
22. Mild Seven Special Lights Box	July 1990	JPY300	9mg	0.7mg
23. Mild Seven Prime Super Lights Box	November 2003	JPY320	6mg	0.5mg
24. Mild Seven D-spec Super Lights Box	December 2007	JPY300	6mg	0.5mg

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Japan Tobacco Inc. is one of the leading international tobacco product companies. It markets internationally recognized cigarette brands including Winston, Camel, Mild Seven and Benson & Hedges. With diversified operations, JT is actively present in pharmaceuticals and foods. The company’s net sales were JPY 6.832 trillion in the fiscal year ended March 31, 2009.

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