Imperial Tobacco is launching JPS Crushball nationwide from April 11.

Available in King Size 19s, and positioned in the economy sector of the factory made cigarette (FMC) category, JPS Crushball replaces JPS Duo which was launched in December 2013.

The cigarette combines the taste of a smooth Virginia tobacco with a crushball in the filter that releases a burst of fresh flavour when activated. 

Imperial Tobacco brand manager Emma Stew said: “The crushball sector continues to grow, with one in 10 cigarettes purchased in the UK now a crushball variant.

“With Player’s Crushball enjoying huge success in the sub economy sector, we wanted to complement JPS’s range in the economy sector with a smooth crushball offering in line with consumers’ preferences.”

The rrp for JPS Crushball King Size 19s is £7.69. It will also be available in price marked packs at an introductory price of £7.20.