JTI is repositioning its B&H Silver Roll Your Own (RYO) brand into the Value sector, with a new lower price point which it says offers smokers better value from the same quality product.

The changes 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 price-marked formats.

Jeremy Blackburn, JTI head of communications, commented: “The Value RYO segment currently commands 18.6% volume share of the RYO category and continues to expand as more adult smokers seek greater value for money. The repositioning of B&H Silver RYO into this segment will aim to accelerate growth of the house, while capitalising on the B&H brand’s standing as the most recognisable tobacco brand in the UK.

“Retailers should take advantage of the unaffected profit margins on the newly priced range and ensure they have this must-stock product on their tobacco gantries.”

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