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JT to Introduce “Mild Seven 100's Box” and “Mild Seven Lights 100's Box”

Aiming to Enhance Brand Equity in the Japan Market

Tokyo, April 28, 2009--- Japan Tobacco Inc. (JT) (TSE: 2914) today announced the nationwide launch of two new products, “Mild Seven 100's box” and “Mild Seven Lights 100's box” in Japan in early June 2009. The new products were developed to enhance brand equity by catering to consumer demand for 100-millimeter versions of the popular “Mild Seven” and “Mild Seven Lights” products.

In the Japanese market, the company has been focusing on activities to build upon Mild Seven's brand equity, including new product launches and enhanced sales promotion. Mild Seven represents JT's core brand, which continues to be the market leader for more than 30 years. The company will continue to consider all opportunities for future growth, including continued development of new products to meet the range of consumer needs.

“Mild Seven 100's box” and “Mild Seven Lights 100's box,” which carry Mild Seven's popular smooth taste and refreshing flavor, are being introduced as the newest members of the Mild Seven family. Through the introduction of the new products, JT aims to strengthen its already established Mild Seven brand and diverse product portfolio, and to increase its market share in the growing 100-millimeter segment.

Product Profile: Mild Seven 100's Box
Price : 300 yen / 20 cigarettes
Tar / Nicotine : 10mg / 0.8mg
Product Profile: Mild Seven Lights 100's Box
Price : 300 yen / 20 cigarettes
Tar / Nicotine : 8mg / 0.6mg
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 Lights July 1985 JPY300 8mg 0.7mg
4. Mild Seven Lights Box October 1994 JPY300 8mg 0.7mg
5. Mild Seven Super Lights July 1989 JPY300 6mg 0.5mg
6. Mild Seven Super Lights Box June 1994 JPY300 6mg 0.5mg
7. Mild Seven Super Lights 100's Box December 2006 JPY300 6mg 0.5mg
8. Mild Seven Extra Lights August 1998 JPY300 3mg 0.3mg
9. Mild Seven Extra Lights Box June 1995 JPY300 3mg 0.3mg
10. Mild Seven Extra Lights 100's Box June 1996 JPY300 3mg 0.3mg
11. Mild Seven One March 2003 JPY300 1mg 0.1mg
12. Mild Seven One Box December 1999 JPY300 1mg 0.1mg
13. Mild Seven One 100's Box February 1998 JPY300 1mg 0.1mg
14. Mild Seven Impact One 100's Box May 2008 JPY300 1mg 0.1mg
15. Mild Seven Aqua Menthol One Box January 2004 JPY300 1mg 0.1mg
16. Mild Seven Aqua Menthol One 100's Box July 2005 JPY300 1mg 0.1mg
17. Mild Seven Aqua Menthol Super Lights Box July 2007 JPY300 6mg 0.5mg
18. Mild Seven FK May 1988 JPY300 10mg 0.8mg
19. Mild Seven Special Lights Box July 1990 JPY300 9mg 0.7mg
20. Mild Seven Prime Super Lights Box November 2003 JPY320 6mg 0.5mg
21. Mild Seven D-spec Super Lights Box December 2007 JPY300 6mg 0.5mg
22. Mild Seven 100's Box June 2009 JPY300 10mg 0.8mg
23. Mild Seven Lights 100's Box June 2009 JPY300 8mg 0.6mg

Japan Tobacco Inc. is the world's third largest international manufacturer of tobacco products. The company manufactures internationally recognized cigarette brands including Winston, Camel, Mild Seven and Benson & Hedges. Since its privatization in 1985, JT has actively diversified its operations into pharmaceuticals and foods. The company's net sales were JPY 6.409 trillion in the fiscal year ended March 31, 2008.

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