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Waikato Independent, Volume XXXI, Issue 2781, 28 November 1931, Page 7

Once upon a time toasted tobacco was quite a novelty. People know all about toasted'cheese, and toasted kid-neys—-but toasted tobacco! To-day every smoker knows that touting tobacco (rather a costly and elaborate process) rids it of most of its nicotine, thus removing a common cause of throat irritation. It lakes out every bit of “bite” and seals in the flavour of the world’s finest tobacco. It. is the delicious mellow richness of the New Zealand product, that u stinguishos it iiom tin 1 imported brands, all of which contain far more of the poisonous nicotine than is wise for any smoker to constantly inhale,. But Iho immense popularity of the New Zealand goods has had the usual .result. It has brought a number of imitations jnto the field. So when buying remember that the genuine toasted article is confined to four brands: Eiverhead Gold, Navy Cut No. 3, Cavendish and Cut Plug No. .10. They range from a mild aromatic to a full-flavoured tobacco such as the old smoker always prefers.*