Reynolds Will Test-Market a Nearly Smokeless Cigarette

WINSTON-SALEM, N.C. —  A cigarette that produces flavor by heating a capsule instead of burning tobacco will be test-marketed in October, R. J. Reynolds Tobacco Co. said Tuesday, but health advocates said smoke is smoke and the new brand won’t be cleaner.

“Just because they remove a vast amount of the visible smoke does not eliminate all of the noxious chemicals,” said Athena Mueller, general counsel for Action on Smoking and Health in Washington. “The visible particles are reduced, but it doesn’t make it safe for nonsmokers.”

Reynolds, however, said the low-tar, low-nicotine Premier could become its best seller.

“We believe it has the potential to capture a significant share of the market,” said Richard Kampe, president of the tobacco company’s development division. “It’s a technological breakthrough that addresses all of the criticism that’s been generated against cigarettes.”

Kampe said the product will be aimed at smokers over age 25.

“This is an example of American ingenuity at its best,” he said. “It’s important for all of us to understand that a (health and safety) controversy does exist. Here is a cigarette that offers good taste and pleasure by heating rather than burning.”

A carbon heat source is lit at the tip of the cigarette, and it heats air that is then drawn past the flavor capsule containing tobacco extracts.

Reynolds Tobacco, one of the nation’s largest cigarette manufacturers and a subsidiary of Atlanta-based RJR Nabisco Inc., began selling the new brand this week to distributors, supermarkets and discount chains in three test-market cities.

Won’t Satisfy Critics

Beginning Oct. 1, Premier will go on sale in St. Louis, Phoenix and Tucson, Ariz., at a cost about 25%--or about 30 cents a pack--more than the company’s other brands. Betsy Annese, director or public relations for the tobacco company, said the cities were chosen because they have “the right mix of retail outlets and a very good distributor network.”

Dave Brenton of Mesa, Ariz., founder of the Smokers Rights Alliance, said he doesn’t believe that Premier will satisfy people who want to eradicate smoking.

“We believe that Reynolds has provided this product in an attempt to pacify the outcry from the anti-smoking crusaders out there,” Brenton said. “I’m afraid that if that is what they really are attempting, they are doomed to fail, because what we have seen is people out there saying ‘Look, this doesn’t make us happy either.’ They’re not going to be pleased until nobody consumes tobacco in any form.”