Nielsen data FM and RYO brand variant name changes from July 2014 to November 2017
| N | Additions/substitutions | ||
| Legally required actions | |||
| Taste removed | Replacement | ||
| Menthol | Colour | 20 | Green |
| No replacement | 2 | ||
| Smooth | Colour+adjective | 12 | Bright blue/yellow, sky blue |
| Adjective | 5 | Bright, sky | |
| Colour | 3 | Blue, yellow | |
| Other Substitution | 1 | Fine | |
| Other taste (‘fresh burst’, ‘fresh taste’, ‘ice capsule’, ‘subtle flavour‘) | Other Substitution No replacement | 3 1 | Crushball, dual |
| Environmental advantages removed | |||
| ‘Natural’ | Other Substitution No replacement | 2 3 | Blue, king size |
| Total | 52 | ||
| Discretionary actions only | |||
| Colour+adjective added | 9 | Original silver/blue/black, real blue/red | |
| Adjective added | 8 | Bright, real, legendary | |
| Colour added | 7 | Blue, red, black | |
| ‘Original’ added | 6 | ||
| Size (king size, superkings) removed | 6 | ||
| Mixed and miscellaneous | 35 | Mixed: for example, colour added and size removed Miscellaneous: for example, location added or removed - Rothman’s of London became Rothman’s Blue | |
| Total | 71 | ||
| Grand total | 123 |
FM, factory made; RYO, roll your own.