JTI is taking further strides into the capsule cigarette market with the launch of Sterling Fresh Taste on Demand.

The new cigarette offers the same quality and blend as Sterling King Size (KS) Smooth, but gives existing adult smokers the option to change the taste, by bursting the embedded filter ball.

Packs will be available from November 26 in all channels in 20s, and for the first time in 10s.

Globally, capsule technology accounts for over 380m packs of cigarettes sold, according to JTI, and in only eight months the segment in the UK has already generated more than £15m in retail sales value.

JTI has already launched two capsule cigarette brands; Silk Cut Choice and B&H Dual.

Sterling Fresh Taste on Demand will be available in standard and pricemarked packs at an rrp of £3.28 for KS 10s and £6.38 for KS 20s.

tel:0800 163 503.