Researchers: Menthol used to attract young smokers

The researchers reviewed industry documents dating back decades on product development and on strategic plans for menthol products.

They said that the tobacco companies researched how controlling menthol levels could increase sales among specific groups. Milder brands with lower menthol levels appealed to younger smokers. The milder products were then marketed to young consumers.

One document from R.J. Reynolds noted that all three major menthol brands "built their franchise with YAS (younger adult smokers) ... using a low-menthol product strategy. However, as smokers acclimate to menthol, their demand for menthol increases over time."

In 1987, R.J. Reynolds marketed low-level menthol varieties to persuade consumers to switch from regular brands and to recruit new, young smokers, noting: "First-time smoker reaction is generally negative. ... Initial negatives can be alleviated with a low level of menthol."

Philip-Morris USA used a two-prong strategy to increase Marlboro's share in the menthol market by targeting young adults and older smokers, the researchers concluded. Marlboro Milds were introduced nationally in 2000 and became popular among young smokers. The entry of that product coincided with an increase in the menthol level of the regular Marlboro Menthol brand intended for older smokers. The milds were responsible for almost 80 percent of the company's menthol-category growth that year.

"For decades, the tobacco industry has carefully manipulated menthol content not only to lure youth but also to lock in lifelong adult customers," said Howard Koh, a co-author of the paper.

William Phelps, a spokesman for Philip Morris USA, the nation's largest tobacco company, said the study's conclusions were not supported by the facts cited. He said the study includes excerpts from several marketing documents. None talked about targeting youth or adolescents.

"At our company, our marketing goal is to find way to effectively and responsibly connect brands with adults who smoke," Phelps said. "Those brands are designed to meet the diverse preferences of adults who smoke. What we disagree with are the authors' conclusion that menthol levels were manipulated to gain market share among adolescents."

R.J. Reynolds said it agrees that individuals select their preferred menthol levels to create desired sensory effects while smoking, and that there is a broad range of menthol levels among popular brands. But the company said all of its products are made for and marketed to adults.