Rizla Smooth are perforated with small holes to enhance air flow through the tobacco and to create a smoother taste for smokers, according to Imperial.
Outdoor and press ads and a programme of sampling activities will back the launch. Rizla Smooth will also be showcased at 50 trade shows over the next year.
Trade communications manager Iain Watkins said: "We are confident Rizla Smooth will have great appeal for adult RYO smokers, and establish a significant position in the UK rolling papers market."
The papers have a retail price of 28p per booklet.