JTI is repositioning its B&H Silver Roll Your Own (RYO) brand into the value priced sector with a new lower price point.

Available across all channels now, the changes will affect all B&H Silver RYO SKUs, with 12.5g, 25g and 50g available at an rrp of £4.15, £7.99 and £15.49 respectively.

12.5g and 25g pouches are also available in pricemarked pack formats.

Value RYO brands account for an 18.6% volume share of the category.