Roxy was created on 19 March 1951 by Theodorus Niemeijer. Their slogan was "'n Roxy?....ja graag!" ("a Roxy?....yes please!"). The brand was developed specifically as a cigarette which contained lower tar and nicotine. Although in the advertising for the cigarette references to health damage by smoking were avoided, scientific publications about the effects of smoking led to the creation of this cigarette. The consumer consciously wanted a safer smoke. In 1962 the Consumentenbond did a comparative study of the tar and nicotine content in various cigarettes, in which Roxy had the lowest levels of tar and nicotine. As a result, the market share of Roxy grew compared to the other cigarette brands.
