JTI has updated its Holborn Smooth Taste roll your own range with a new format, price and the inclusion of papers.

Available now, the 10g packs have been shrunk to 9g with a pricemark of £2.89, and 20g packs carry a pricemark of £5.99.

JTI head of communications Jeremy Blackburn said the move was designed to capitalise on the demand for value in the sector. “This latest update for the Holborn Smooth Taste brand capitalises on the growing trend towards value RYO in the UK tobacco market,” he said. “One in three existing adult smokers are now choosing to smoke RYO tobacco, with pack sizes below 12.5g accounting for 5% of the RYO market and growing.

“Providing smaller pack sizes, including papers and lowering the price point will ensure Holborn Smooth Taste remains relevant and drive profits for retailers.”