KT&G, South Korea’s dominant tobacco company, on Sept. 16 announced that it has launched new tobacco sticks MIIX Classy for its heat-not-burn device lil Hybrid.

The tobacco maker emphasized that customers will be able to experience taste that is similar to the traditional cigarette. It developed the new product to reduce producing smell that many smokers dislike, which is derived from heating the cigarette sticks.

“The new product was launched in response to the continuous request of consumers for a cigarette that has a similar flavor to traditional cigarette sticks,” KT&G official Im Wang-seob said in a statement. “We will continue to reflect on the feedback from our customers to further enhance our competitiveness.”

The new product will start selling at flagship stores lilMinimulum in five locations -- Gangnam, Dongdaemun, Shinchon, Songdo and Ulsan from Sept. 16.

From Sept. 25, customers can also buy MIIX Classyat 42,000 convenience stores here.

MIIX Classy is priced at 4,500 won per pack of 20 cigarettes.

In November last year, KT&G launched its first HNB cigarette Lil. Tobacco makers do not disclose their market shares here, but Phillip Morris’ iQOS is currently estimated to have the largest market share with 50 to 60 percent.

By Song Seung-hyun (ssh@heraldcorp.com)