Imperial Tobacco Group, the world’s third largest cigarette maker, is moving into caffeine as more people kick the deadly smoking habit, launching a melt-in-your-mouth strip designed to give an energy boost in seconds.

The product, called Reon, comes in flavors such as “grapefruit & zing” and “black currant & fresh.” For now it is only sold in the English city of Manchester and online.

Big tobacco firms are increasingly diversifying away from cigarettes, a market worth over $700 billion a year at retail but shrinking in many countries for health reasons.