JTI and BAT rolling outtwo-in-one cigarettes

Typical - you wait decades for a cigarette that can change flavour at the touch of a button and then two come along at once.

Next month, both Japan Tobacco International and British American Tobacco will launch a new kind of cigarette that changes from regular to menthol at the smoker's whim.

JTI is launching Silk Cut Choice, while BAT is coming out with Lucky Strike Click&Roll. Both are pitched at the premium end of the market, will be available in King Size 20s and include a capsule in the filter that allows the smoker to choose the flavour of the cigarette before lighting up - or even alter its taste during smoking.

JTI head of communications Jeremy Blackburn said the company was continuing to invest in the premium sector - despite the recent trend for down-trading in the category - because premium still accounted for 23% of the tobacco market and offered retailers the best margins.

"Silk Cut Choice offers adult smokers on-demand menthol via the latest innovation in the tobacco market," he said. "Placing a menthol capsule in the filter gives smokers the opportunity to customise their smoking experience."

Although they are a first for the UK market, both manufacturers have previously launched cigarettes with capsule technology in other territories. Click&Roll is already available in France, Spain, Italy, Japan, Chile and Columbia - and JTI sells Camel Shift in several European markets.

"This is going to change everything," said BAT UK premium brand manager Hinesh Patel. "Smokers want the flexibility to try something new even when it comes to their favourite brands."

He added: "Lucky Strike Click&Roll offers smokers the freedom to change the taste as and when they want. It offers smokers their preferred blend with the benefit of an added innovation, all at no extra cost."