JTI is expanding its American Spirit brand with the launch of American Spirit Essential Blue roll your own (RYO) tobacco, which comes in a 30g format and a new paper pouch.


While cigarette sales continue to fall year on year, the UK’s RYO category is growing at 7.6% and generating sales of £2.7bn a year, according to IRI data compiled for JTI. 

American Spirit Essential Blue has an rrp of  £14 and will be first available in independent and convenience stores across London and selected wholesalers across London, Brighton and Bristol.

The new product will be supported with a regional launch campaign including wholesale point of sale materials and a salesforce focus.

JTI UK head of sales Ross Hennessy said: “We’ve responded to the market by introducing a unique offering for loyal customers.

“American Spirit Essential Blue provides a great opportunity for retailers to profit from this category, especially with the unique paper pouch format which is completely new to the JTI portfolio and the market.”