JTI has reduced the price of its Sterling Rolling Tobacco and given the line a new pack format and additional rolling papers.

Packs have moved from a portrait to a landscape format and feature an updated Sterling logo. Rrps for pricemarked packs are now: 9g (£2.99); 20g (£5.99); and 50g (£14.99). Non-pricemarked packs have a matching rrp for 9g, while rrps of 20g and 50g packs are £6.19 and £15.39 respectively.

Head of communications Jeremy Blackman said: “Lowering its price and providing additional rolling papers in a tobacco market driven by value will ensure this line continues to drive footfall for retailers.”