Lorillard, Inc. recently announced its plan to launch a non-menthol variety of its flagship Newport brand in November 2010. According to the company, Newport Non-Menthol will be a premium product with broad competitive consumer appeal.

Newport, Lorillard's menthol-flavored premium cigarette, is the second-largest brand in the industry and is the top selling menthol brand. Lorillard believes it will further strengthen its competitive position and its Newport brand family with a non-menthol product. The product will be introduced nationally on November 1, 2010.

"We are excited to leverage Newport, one of the most recognized names in the cigarette industry," stated Martin Orlowsky, chairman, president and CEO. "With the introduction of Newport Non-Menthol, Lorillard will be afforded greater opportunity to compete in the largest segment of the U.S. cigarette market, as the non-menthol category represents approximately 70 percent of total industry volume."

Lorillard, Inc., located in Greensboro, N.C., is the third largest manufacturer of cigarettes in the United States. In addition to Newport, the Lorillard product line has five additional brand families marketed under the Kent, True, Maverick, Old Gold and Max brand names.