JTI is launching its value cigarette brand Sterling in a new 18 pack format.

Sterling 18s are available in all channels now, with an rrp of £6.99 across all formats - King Size, Superkings, Blue, Green and Dual.

Price-marked packs will also be available.

Jeremy Blackburn, JTI head of communications, said: “There is an overwhelming trend towards value, which now accounts for over half of all cigarette sales in the UK.

“The launch of Sterling 18s is responding to this demand for lower priced alternatives. Its competitive price point will help ensure the brand remains a top seller for retailers, whilst also providing a quality tobacco offering for existing adult smokers.”