JTI has extended its Sovereign brand with the launch of a new value cigarette, Sovereign Smooth Flavour.

It hopes that the new cigarette will capitalise on the success of Sovereign Blue, which has already generated retail sales of more than £135m since launching in March 2013 .

Available nationally in all channels, Sovereign Smooth Flavour comes in King Size 10s and 19s formats, with pricemarked packs of £3.39 and £6.28 respectively. Standard packs are also available.

Value cigarettes continue to grow and currently account for 44%  volume share of the market, translating to more than 14 billion cigarette stick sales a year according to JTI.