Introduction
When it comes to the UK cigarette market, one of the most talked-about names in recent years is Sterling Dual. Whether you’ve seen the packs in stores, heard about the menthol ban, or noticed how the product seems to have changed over time, Sterling Dual has become a familiar choice for many smokers who want a “cooler” taste without paying premium-brand prices.
But what exactly is Sterling Dual? How does it differ from the regular Sterling cigarettes, and why do some people call it Sterling New Dual? In this article, we’ll explore the background of the brand, the reason behind its popularity, how it’s been affected by tobacco laws, and what smokers should know before buying it today.
What is Sterling Dual?
Sterling Dual is a cigarette variant from the Sterling brand, which is owned by Japan Tobacco International (JTI). Sterling itself has been one of the UK’s best-selling value cigarette brands for years, known for offering quality at a lower price than premium labels.
The “Dual” part of the name refers to its dual-flavour system—traditionally achieved through a small capsule inside the filter that could be “clicked” to release a flavour, typically menthol. This feature gave smokers the option to enjoy a regular cigarette or, with one click, a menthol-style flavour.
However, after the UK menthol cigarette ban in 2020, the Sterling Dual product had to change. The current version, often marketed as Sterling New Dual, keeps the name but now offers a “menthol-style taste” created through the tobacco blend and filter rather than an actual menthol capsule.
The History Behind Sterling Dual
The story of Sterling Dual is a reflection of how cigarette companies have adapted to regulatory changes. Sterling, first launched decades ago, was originally positioned as a budget brand for everyday smokers. Over time, the brand expanded into variants like Sterling Superkings, Sterling Dual, and Sterling Rolling Tobacco.
Before 2020, Sterling Dual cigarettes included a menthol capsule in the filter—allowing smokers to press it and release a cooling, minty taste. This became especially popular among menthol smokers looking for a customizable experience.
When the European Union Tobacco Products Directive (TPD2) banned menthol cigarettes across EU member states, including the UK, in May 2020, the Sterling Dual range had to adapt quickly. The capsule was removed or reformulated, but the packaging and branding continued under names like “Sterling New Dual” or “Sterling Dual New Blend.”
This rebranding allowed JTI to keep a familiar name on the shelf while complying with the law.
Understanding the “Dual” Concept
The name “Dual” isn’t random. It highlights the cigarette’s unique selling point: dual functionality or dual flavour.
1. Pre-Ban Sterling Dual
Before 2020, Sterling Dual cigarettes had a clickable capsule in the filter. Pressing the capsule released menthol flavour, turning a standard cigarette into a minty one instantly. This flexibility was loved by many because smokers could choose when to activate the flavour.
2. Post-Ban Sterling Dual (Sterling New Dual)
After the menthol ban, the capsule was removed, but the cigarette retained a menthol-style taste through changes in the tobacco blend and filter paper. While it doesn’t contain actual menthol, smokers often describe the taste as “cool,” “fresh,” or “light.”
3. Sterling Dual Cigarillos
Interestingly, JTI also sells Sterling Dual Double Capsule Cigarillos in some regions. These are small leaf-wrapped cigarillos with two flavour capsules—one peppermint and one berry. Clicking one or both gives different flavour combinations, which makes them stand out from regular cigarettes.
Packaging and Appearance
All Sterling cigarettes, including Sterling Dual, are now sold in plain packaging in the UK, following tobacco regulations. This means there are no colourful logos or branding—only standardised green packaging with large health warnings and the product name in simple text.
However, some key points remain on the pack:
- The word “Dual” or “New Dual” is printed clearly.
- The size (King Size or Superkings) is often indicated.
- Each pack contains 20 cigarettes.
- Retail price typically aligns with the value-brand segment.
For example, Sterling Dual King Size cigarettes usually retail for around £16 to £17 per pack of 20 (depending on retailer and region).
What Does Sterling Dual Taste Like?
Taste is subjective, but most smokers describe Sterling Dual as having:
- A smooth, slightly cool draw—not harsh on the throat.
- A subtle menthol-type freshness without being overpowering.
- A medium tobacco strength, lighter than Sterling Red but stronger than ultra-light variants.
Many users who smoked menthol cigarettes before the ban switched to Sterling Dual because it was one of the closest legal alternatives.
That said, others note that the post-ban version lacks the same “crisp mint hit” that the original click-capsule version provided. Instead, it delivers a gentler cooling sensation.
The Effect of the Menthol Ban
The menthol ban that came into effect in May 2020 changed the UK cigarette landscape dramatically.
Under this law, tobacco companies were prohibited from selling:
- Menthol cigarettes
- Cigarettes with menthol capsules
- Cigarettes with flavoured filters or papers
This ban was part of a public health effort to reduce smoking appeal, especially among young people.
However, companies like JTI were quick to adapt. Instead of completely removing flavour, they developed “menthol-style” blends—tobacco and paper combinations that gave a cooling sensation without technically containing menthol.
Thus, Sterling Dual evolved into Sterling New Dual, offering a similar smoking experience while remaining fully compliant.
Sterling Dual vs. Other Cigarette Brands
Let’s compare Sterling Dual with some other common cigarette brands on the UK market:
| Brand | Segment | Flavour Style | Price Range | Menthol Alternative? |
| Sterling Dual | Value | Menthol-style (cool taste) | £16-17 | ✅ Yes |
| L&B Blue New Crush | Mid-range | Cooling paper | £17-18 | ✅ Yes |
| Mayfair New Green | Value | Menthol-style | £15-16 | ✅ Yes |
| JPS Bright | Value | Smooth blend | £15-16 | ❌ No |
| Marlboro Ice Blast (pre-ban) | Premium | True menthol capsule | £18-20 | ❌ Discontinued |
As you can see, Sterling Dual remains one of the most affordable menthol-style options for smokers who prefer value pricing without sacrificing too much flavour.
Availability and Legality
Sterling Dual is widely available in the UK through licensed retailers, supermarkets, and tobacconists. However, its availability in other countries depends on local tobacco laws.
For example:
- In Spain and the Canary Islands, Sterling Dual cigarettes can often be found in duty-free shops, though tourists should be cautious of counterfeit packs.
- In Ireland and EU countries, only non-menthol versions may be sold legally.
- In non-EU countries, some retailers still stock the original capsule versions if local laws allow them.
Always make sure you’re purchasing from a legitimate retailer and that the product includes the correct duty stamp and health warnings for your country.
Consumer Reviews and Opinions
Smokers’ reviews on Sterling Dual are mixed but generally positive within its category.
Here’s a quick overview of what people say online:
- “They’re smoother than most budget cigarettes.”
- “I liked the older menthol version better, but this still has a nice cooling effect.”
- “Burns a bit faster than other brands, but flavour is good for the price.”
- “Good value for money – not too harsh.”
On Reddit and smoking forums, some users also comment that the Sterling Dual gives a “slightly minty aftertaste” that makes it easier to switch from stronger brands.
Counterfeit Concerns
Because Sterling is such a popular brand, there have been occasional reports of counterfeit Sterling Dual cigarettes being sold in markets and tourist areas.
Here’s how to avoid fakes:
- Always buy from a licensed retailer or duty-paid outlet.
- Look for the UK duty stamp and correct health warnings.
- Avoid prices that are significantly below retail average.
- Check that the cigarette paper and filter quality look professional and consistent.
If you suspect counterfeit tobacco, you can report it to HMRC or Trading Standards in the UK.
Health Considerations
Like all cigarettes, Sterling Dual carries serious health risks. The “cooling” or “menthol-style” sensation does not make the smoke safer — it only changes how it feels.
Health experts note that menthol-style cigarettes can sometimes make smoking feel less harsh, leading to deeper inhalation and potential increase in exposure to harmful substances.
The UK’s NHS continues to warn that no cigarette is safe, and the only way to avoid smoking-related disease is to quit altogether.
Future of the Sterling Dual Range
The future of Sterling Dual depends on both regulation and consumer demand. With the global push toward plain packaging, higher tobacco taxes, and menthol bans, cigarette companies are diversifying their product lines.
However, Sterling Dual continues to survive because:
- It’s affordable and familiar.
- It offers a cooling taste many smokers still want.
- It’s legally compliant with UK tobacco regulations.
In coming years, we may see Sterling Dual evolve further — possibly into reduced-risk formats like heated tobacco or nicotine pouches under the Sterling name.
Quick Summary
| Feature | Description |
| Brand Owner | Japan Tobacco International (JTI) |
| Category | Value segment cigarettes |
| Original Feature | Menthol capsule filter (pre-2020) |
| Current Feature | Menthol-style blend (post-2020) |
| Typical Price | £16-17 per pack of 20 |
| Packaging | Plain UK-compliant pack |
| Taste Profile | Smooth, cool, medium-strength |
| Available In | UK, parts of EU, some international duty-free shops |
Frequently Asked Questions (FAQ)
1. What does “Dual” mean in Sterling Dual?
“Dual” refers to the cigarette’s dual-flavour concept. Originally, it had a menthol capsule you could click to release flavour. Now, it simply represents the menthol-style taste that replaces the banned capsule version.
2. Is Sterling Dual a menthol cigarette?
Not anymore. Since the 2020 menthol ban, Sterling Dual no longer contains menthol or flavour capsules. Instead, it uses a tobacco blend that gives a cool, refreshing taste similar to menthol but legally compliant.
3. What’s the difference between Sterling Dual and Sterling New Dual?
They’re essentially the same product. “Sterling New Dual” is the updated post-ban version of Sterling Dual, using menthol-style flavouring rather than true menthol. The “New” label simply highlights the new compliant blend.
4. Where can I buy Sterling Dual?
Sterling Dual is sold in most UK supermarkets, corner shops, and tobacconists. You can also find it on verified online tobacco retailers that comply with UK age-verification laws. Outside the UK, availability depends on local tobacco regulations.
5. How much does Sterling Dual cost?
The retail price for a pack of 20 Sterling Dual King Size cigarettes is typically between £16 and £17, depending on taxes and store pricing. This places it in the value-brand category, making it one of the more affordable legal cigarettes in the UK.
Conclusion
Sterling Dual remains one of the most recognised cigarette names in the UK’s value segment. Despite the challenges of menthol bans and strict packaging laws, the brand has successfully adapted by offering a menthol-style experience without breaking regulations.
While it can no longer offer the true menthol flavour of its pre-2020 version, it still satisfies many smokers who prefer a smoother, cooler draw.
If you choose to smoke, it’s important to do so responsibly, purchase from legitimate retailers, and be aware of your local tobacco laws. And if you’re looking for help to quit, free NHS stop-smoking services are always available.
Sterling Dual may have changed over time, but its appeal as a reliable, affordable option in the post-menthol era continues to make it a staple on UK shelves.
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