Camel Blue is to get a new look across it’s Kingsize 10s and 20s formats.

The premium cigarette brand, which introduced curved-edge packs back in 2012, will be rebranded with a new look to further reinforce its contemporary credentials.

Premium cigarettes are a significant opportunity and account for 17% of the cigarette market, according to JTI head of communications Jeremy Blackburn. He said that retailers should take advantage of the new-look packs.

“Camel is a long-standing success story within the premium cigarette category,” he said. “This modernisation across both the 10s and 20s pack sizes will further strengthen retailer opportunity for good margins.”