The new Fred Roses complemented the Original : a lighter taste in a colour no other manufacturer had dared to use.
To reduce the nicotine content we used a stronger filter and resistance to draw was too high to make this cigarette a “good” product. We soon learnt that we would have to work harder on selecting other tobacco varieties to offer a better balance in taste.
At the same time we changed the re-vamped the packaging of Fred Original : the start of way too many packaging design changes. We learnt only recently that modifying the packaging is often a quick fix to cover up some more profound issues in the strategy of the brand.
