JTI is introducing a new member to the Sterling family, with the launch of Sterling Rolling Tobacco Essential 30g, available at an RRP of £12.35.

Rolling out across UK channels from May 1, Sterling Rolling Tobacco Essential offers the lowest price point in the Sterling Rolling family as a less-for-less alternative, with no filters and papers providing existing adult smokers the freedom to purchase their preferred tobacco accessories. It also comes in a paper insert pouch packaging which contains less aluminium, and the blend generates less leaf waste compared to other RYO brands due to its whole leaf blend.

Stephane Berset, head of marketing at JTI UK, said: “The launch of Sterling Rolling Tobacco Essential 30g is a really important addition to the Sterling family of products as with strong growth, Sterling Rolling is now the number one value RYO brand.

“The new Essential format aims to offer a great value tobacco option for customers, while staying true to Sterling’s reputable quality. It also offers our first Sterling Rolling product with a whole leaf blend, where less leaf waste is generated in its manufacture.

“We’re confident that Sterling Rolling Tobacco Essential will become a strong driver for future Sterling Rolling growth, while providing retailers with an even more competitive product for existing adult smokers, driving incremental sales.”