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The colour and lack of branding definitely played a part, but it supported a much larger strategy focused on price, packaging and confronting health warnings, rather than Pantone 448 C being the main driver

Further, as more budget brands and smaller pouch sizes have entered the RYO market in recent years (see also Figure 13.4.4 and Section 10.9), the up-front cost and price per cigarette of RYO products have provided a reliably cheaper alternative to FM cigarettes