20th century and beyond
Rizla produced some of the first flavoured papers in 1906, with the release of menthol and strawberry. The first Rizla Blue fine-weight rolling papers were produced in 1910, with thinner paper and a more pronounced tobacco flavour. RizLa also released one of the first rolling machines.
In 1942, the Rizla brand revolutionized the world of rolling papers when the Lacroix brothers acquired a patent for applying gum to the edge of rolling papers. This new feature solidified Rizla's position as a leader in the rolling paper industry, placing them at the top of the market.
In 1977, thirty-three years after the brand name change, Rizla released the first of their King Size rolling papers. The standard sized papers measure 69 x 35 mm. In most countries they are packed in a single interleaved stack of 50 papers, but in Belgium the packages contain two parallel stacks totalling 100 papers, which typically retail for €0.80–1.00.
Different thicknesses are colour-coded as follows:
In 1978 Fernand Painblanc took control of Rizla, bringing the tradition of Lacroix family ownership to an end.
The liquorice-flavoured paper was released in 1981. In 1986, Rizla began rapid growth and large-scale advertising. One successful advertising campaign in 1986 was a popular series of calendars, T-Shirts and posters. A café franchise, which was featured at various concerts in the UK in 1996, was also extremely popular. In 1997 they produced a limited edition King Size Rizla+ Purple medium-weight, extra width, king size rolling paper, in celebration of the Phoenix music festival.
In 1997, Rizla was sold to Imperial Tobacco. One year later, Rizla continued their string of expansion and large-scale advertising, going so far as to release their own line of clothing, sold at their cafés. In 2002 Rizla closed a deal with Suzuki and became one of their top motor-bike racing sponsors, forming the Rizla-Suzuki racing team. The Caterham Superlight R500 sports is available with Rizla markings following its launch in collaboration with Rizla-Suzuki.
Rizla added a new paper to its lineup in 2003, with the introduction of the Rizla+ Silver, Ultra-Thin, King Size rolling paper. In 2003 the UK Advertising Standards Agency upheld a complaint that Rizla+ had alluded to their products' association with cannabis in a print advertisement that bore the caption "twist and burn".
In 2004, two more types of Rizla papers were released; one, the Rizla Red, Medium Weight, Slim paper is exclusive to the United Kingdom and Ireland. The other variety released in 2003 was the Rizla+ Silver (regular size) Ultra-Thin rolling paper.
In 2002, Imperial Tobacco closed Rizla's historic factory at Mazères-sur-Salat near Saint-Gaudens (south of France). In September 2005 Imperial Tobacco announced the closure of Rizla's Treforest factory at Pontypridd near Cardiff in South Wales with a loss of 134 jobs. After the closure of the factory, Rizla production is now concentrated at Wilrijk, Belgium.
From 2006 until 2011, Rizla sponsored the Suzuki MotoGP bike under Rizla Suzuki MotoGP team, which was ridden by Álvaro Bautista.
- 26.5 gm−2 liquorice
- 23 white
- 20 orange
- 17.5 red (with cut corners green)
- 14.5 blue, pink
- 13.5 silver
