JTI is unveiling a new look across its value priced Holborn Smooth Taste roll your own (RYO) tobacco range.

The modernisation will see a new yellow pack design as well as a change in name from Holborn Smooth Taste to Holborn Yellow.

Maintaining the same tobacco blend, the house modernisation will provide a brighter, more contemporary look that will feature two rotational inner designs explaining the origins of the Holborn name and its elephant motif.

From mid-October the new packs will be available across all channels in 9g, 20g (non-PMP and PMP) and 40g SKUs, all including papers.

Bespoke POS and promotions within the wholesale channel will support the refresh, including an offer of £5 off when retailers buy an outer of either Holborn Yellow 9g or 20g.

The promotion will be widely available from wholesalers across the UK throughout November for three to four weeks.

JTI head of communications Jeremy Blackburn said: “Representing 32.5% RYO remains the largest sector within the UK tobacco category, with value RYO driving its growth. New look Holborn Yellow will ensure retailers continue to capitalise on the growing profit opportunity of Value RYO.”

For more information on Holborn Yellow, retailers should speak to their local JTI representative or call the JTI Customer Careline on 0800 163 503 to arrange a visit.