Rizla
Rizla is a French rolling-paper brand owned and produced by Imperial Brands.
Last updated August 26, 2026
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Overview
Rizla, commercially styled Rizla+, is a French brand of rolling papers with a long history associated with the Lacroix family and the European paper-making tradition. The brand name was introduced in 1886, combining riz, the French word for rice, with La and a cross-shaped reference to the Lacroix name. Rizla papers became particularly associated with rice-based or rice-derived lightweight paper, differentiated product grades, and color-coded packaging that helps consumers identify paper thickness and format. The brand’s historical narrative reaches back to the Lacroix family’s paper manufacturing activities. Some company traditions place the beginnings of rolling-paper production as early as the seventeenth century and connect the family with a licence supposedly granted by Napoleon in 1796. That account has been challenged by historical commentary, including observations attributed to a museum in Angoulême, so the earliest parts of the story should be treated cautiously. A better-documented development occurred in 1865, when the family changed from conventional tissue toward wafer paper made from rice. This innovation helped establish the product identity later expressed through the Rizla name. Rizla expanded its product and manufacturing capabilities during the twentieth century. It introduced flavored papers, including menthol and strawberry, in 1906, developed the fine-weight Rizla Blue range in 1910, and is credited with early rolling-machine products. A major technical milestone came in 1942, when the Lacroix brothers obtained a patent connected with applying gum to the edge of rolling papers. This feature made papers easier to close after rolling and reinforced the brand’s competitive position. King Size papers were introduced in 1977, broadening the range beyond standard formats, while liquorice-flavored papers followed in 1981. Ownership moved beyond the Lacroix family in 1978, when Fernand Painblanc took control of the business. Rizla then pursued faster growth and more visible marketing from 1986, using calendars, clothing, posters, cafés, event activity, and other lifestyle-oriented promotions. The brand also developed a presence in motorsport through its association with Suzuki. The Rizla-Suzuki racing partnership began in the early 2000s and continued in MotoGP through 2011, giving the paper brand prominent visibility outside retail tobacco and convenience channels. Imperial Tobacco acquired Rizla in 1997; Imperial Tobacco later became Imperial Brands. Imperial closed the historic Rizla factory at Mazères-sur-Salat in southern France in 2002 and announced the closure of the Treforest factory near Pontypridd, Wales, in 2005, with 134 jobs affected. Production was subsequently concentrated at Wilrijk in Belgium. The brand continued extending its portfolio, including Rizla+ Silver ultra-thin papers and market-specific products such as Rizla Red Slim in the United Kingdom and Ireland. Today, Rizla remains an active international rolling-paper brand within Imperial Brands. Its offering is organized around different paper weights, sizes, flavors, and formats. Color coding is a central part of its consumer-facing identity, with products historically ranging from heavier liquorice paper to ultra-thin silver variants. The brand occupies the smoking-accessories segment rather than the cigarette-manufacturing segment and is sold through markets where rolling papers are legally permitted.
History
Rizla’s background is rooted in the Lacroix family’s French paper-making activities. Brand histories describe rolling-paper production beginning in the seventeenth century, followed by the acquisition of a dedicated paper mill in 1736. A frequently repeated account also says that Napoleon authorized the company to supply rolling papers to troops in 1796. That claim is disputed: historical commentary has characterized parts of the traditional story as promotional or unsupported, and has indicated that the family’s documented paper production did not necessarily involve cigarette papers until much later. A significant technical change came in 1865, when the family replaced the tissue previously used for its papers with a wafer paper made from rice. In 1886 the Rizla name emerged from riz, the French word for rice, combined with La and a cross associated with Lacroix. The name linked the product to both its material identity and its family origin. During the early twentieth century, Rizla broadened its range. Flavored papers, including menthol and strawberry, appeared in 1906, while fine-weight Rizla Blue papers were introduced in 1910. The company also produced one of the early rolling machines. In 1942 the Lacroix brothers secured a patent for applying gum to the edge of a rolling paper. The gummed edge improved the closing process and became a defining functional characteristic of modern rolling papers. Rizla subsequently expanded its size and flavor portfolio. King Size papers were introduced in 1977, and liquorice-flavored paper followed in 1981. Product packaging used colors to distinguish paper weights and formats, creating a visual system that remains closely associated with the brand. Ownership changed in 1978 when Fernand Painblanc took control, ending the period of Lacroix family ownership. From 1986 the company pursued rapid growth and larger-scale advertising, including calendars, T-shirts, posters, cafés, and event-related activity. Rizla’s cafés appeared at concerts in the United Kingdom during the 1990s, and the brand released clothing through those retail and promotional outlets. In 1997 it issued a limited-edition purple King Size paper connected with the Phoenix Festival. Imperial Tobacco acquired Rizla in 1997. Under Imperial, the brand continued product development and increasingly used partnerships to build visibility. In 2002 it entered a sponsorship arrangement with Suzuki and formed the Rizla-Suzuki racing team. The partnership later extended to Suzuki’s MotoGP program, which Rizla sponsored from 2006 through 2011. A Caterham Superlight R500 sports car was also offered with Rizla markings following a collaboration associated with Rizla-Suzuki. Manufacturing was reorganized after the acquisition. Imperial closed the Mazères-sur-Salat factory in 2002 and announced the closure of the Treforest facility in 2005, resulting in the loss of 134 jobs. Production was then concentrated at Wilrijk in Belgium. The portfolio continued to develop, including Rizla+ Silver ultra-thin King Size papers in 2003, a standard-size Silver variant, and Rizla Red Slim papers for the United Kingdom and Ireland. The brand also faced regulatory scrutiny: in 2003 the UK Advertising Standards Authority upheld a complaint concerning an advertisement interpreted as suggesting a cannabis association. Rizla remains part of Imperial Brands and continues to operate as a rolling-paper and smoking-accessories brand. Its identity is built on heritage, paper thickness and size choices, recognizable color coding, flavored variants, and promotional links with music, cafés, fashion, and motorsport.
- 2003
Rizla+ Silver ultra-thin papers introduced
[1]The brand added Silver ultra-thin King Size and standard-size papers.
- 1997
Imperial Tobacco acquires Rizla
[1]Rizla became part of Imperial Tobacco, now known as Imperial Brands.
- 1981
Liquorice papers launched
[1]Rizla added liquorice-flavored rolling paper to its product range.
- 1978
Fernand Painblanc takes control
[1]Fernand Painblanc took control of Rizla, ending the brand’s direct Lacroix family ownership.
- 1977
King Size papers launched
[1]Rizla introduced its first King Size rolling papers.
- 1942
Gummed-edge patent obtained
[1]The Lacroix brothers obtained a patent for applying gum to the edge of rolling papers.
- 1910
Rizla Blue fine-weight papers introduced
[1]The company launched fine-weight Rizla Blue papers designed to use thinner paper and emphasize tobacco flavor.
- 1906
Flavored papers introduced
[1]Rizla introduced early flavored papers, including menthol and strawberry varieties.
- 1886
Rizla name appears
[1]The Rizla name was formed from the French word for rice and elements associated with the Lacroix name.
- 1865
Rice-based wafer paper adopted
[1]The family changed the paper formula from tissue toward wafer paper made from rice.
Products and positioning
A long-established European rolling-paper brand positioned around paper variety, recognizable color coding, rice-based paper heritage, and lifestyle-oriented youth and music culture marketing.
Fine-weight rolling papers · 1910
Rizla Blue
Rizla Blue is a fine-weight paper line first associated with the brand’s 1910 move toward thinner rolling paper. It is part of Rizla’s color-coded portfolio, in which packaging colors historically signal differences in paper weight and format. The range is positioned around a lighter paper profile intended to leave the tobacco’s flavor more prominent.
Ultra-thin rolling papers · 2003
Rizla+ Silver
Rizla+ Silver is an ultra-thin paper range introduced in the early 2000s. It was offered in King Size and standard formats and forms part of Rizla’s thinner-paper segment. The product emphasizes a lightweight sheet while retaining the gummed edge and format conventions associated with rolling papers.
Long-format rolling papers · 1977
Rizla King Size
Rizla King Size papers were introduced in 1977 and provide a longer format than the brand’s standard papers. The standard dimensions cited for Rizla King Size are 69 by 35 millimeters, although availability, packaging, and stack configuration vary by market.
Flavored rolling papers · 1981
Rizla Liquorice
Rizla Liquorice is a flavored paper variant launched in 1981. It extends the brand’s early tradition of flavored rolling papers and is identified within Rizla’s historical weight system as one of the heavier paper categories.
Slim rolling papers · 2004
Rizla Red Slim
Rizla Red is a medium-weight slim paper associated specifically with the United Kingdom and Ireland. It illustrates Rizla’s practice of adapting formats and product specifications to individual national markets.
Rolling accessories
Rizla rolling machines
Rizla has also been associated with rolling machines, extending the brand beyond paper sheets into accessories intended to assist the rolling process. The historical record identifies the company as an early producer of such machines.
Controversies
Marketing campaigns
- 2002Rizla-Suzuki racing sponsorship
International
Rizla partnered with Suzuki in motorcycle racing and formed the Rizla-Suzuki racing team. The relationship later included Suzuki’s MotoGP program.
Outcome. The sponsorship gave Rizla prominent visibility in international motorsport and continued through 2011.
- 1997Phoenix Festival purple King Size edition
United Kingdom
Rizla issued a limited-edition purple, medium-weight, extra-wide King Size paper in connection with the Phoenix music festival.
Outcome. The release linked a product variant with a major music event and the brand’s festival-oriented marketing.
- 1996Rizla café and concert activation
United Kingdom
Rizla operated or promoted café concepts connected with concerts and live events in the United Kingdom, combining hospitality, music culture, and brand promotion.
Outcome. The café activity was described as popular and expanded Rizla’s presence beyond retail packaging.
- 1986Rizla calendars, posters, and T-shirts
International
Rizla began larger-scale advertising and used calendars, T-shirts, and posters to build a more visible lifestyle identity around its rolling-paper products.
Outcome. The campaign period supported rapid brand growth and broader cultural visibility.
Brand decisions
2005
Closure of the Treforest factoryStrategyBackground
Imperial continued consolidating Rizla production.
Action taken
Imperial announced the closure of the Treforest plant near Pontypridd in South Wales.
Aftermath
The closure affected 134 jobs and contributed to the concentration of production in Belgium.
2002
Closure of the Mazères-sur-Salat factoryStrategyBackground
Imperial reorganized Rizla’s manufacturing footprint after acquiring the brand.
Action taken
The historic factory near Saint-Gaudens in southern France was closed.
Aftermath
Production was later concentrated at Wilrijk in Belgium.
1997
Sale to Imperial TobaccoM&ABackground
Rizla changed ownership after a period of family and independent control.
Action taken
Imperial Tobacco acquired the Rizla brand and business.
Aftermath
Rizla became part of Imperial Tobacco and subsequently Imperial Brands.
Recent events
- 2011
Rizla Suzuki MotoGP sponsorship continues[1]
Campaign
Rizla continued sponsoring Suzuki’s MotoGP program through 2011, with Álvaro Bautista riding the sponsored motorcycle during the later period.
- 2005
Imperial announces closure of the Treforest factory[1]
Other
Imperial Tobacco announced the closure of Rizla’s Treforest factory near Pontypridd in South Wales, affecting 134 jobs.
- 2002
Rizla begins Suzuki racing sponsorship[1]
Campaign
Rizla entered a major sponsorship relationship with Suzuki, forming the Rizla-Suzuki racing team and extending the brand into motorcycle competition.
- 2002
Imperial closes the historic Mazères-sur-Salat factory[1]
Other
Imperial Tobacco closed Rizla’s historic manufacturing site near Saint-Gaudens in southern France.
- 1997
Imperial Tobacco acquires Rizla[1]
M&A
Rizla was sold to Imperial Tobacco, ending the brand’s independent ownership and bringing it into the group that later became Imperial Brands.
Sources1 sources
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