JTI is to extend the Old Holborn Roll Your Own range to include a value offering.

From July 8, Holborn Smooth Taste will be available in 10g (rrp £2.90) and 20g (rrp £5.70) packs.

Jeremy Blackburn, JTI’s head of communications said the new product is designed to satisfy consumer demand for value within RYO: “Value is the fastest growing RYO price segment and we’ve identified a clear opportunity to drive even further growth. Holborn Smooth Taste is JTI’s first ever traditional value RYO offering, and by plugging this gap we’re creating a real profit opportunity for retailers.”

tel: 0800 163 503