JTI is refreshing its Sterling Rolling Tobacco brand with new pack formats, a reduced price and additional rolling papers to offer greater value. The brand will also be updated with a new pack design.

The updated Sterling Rolling Tobacco packs will change from portrait to a new landscape format, and will feature an updated tobacco leaf design. The Sterling logo will also be updated for increased consistency with Sterling Ready Made Cigarettes.

The updated 9g, 20g and 50g packs will be price marked at £2.99, £5.99 and £14.99 respectively. Non-price marked packs will also be available with a matching RRP for 9g, while the 20g and 50g RRPs will be £6.19 and £15.39 respectively.

JTI head of communications Jeremy Blackburn, commented: “As the trend towards value continues to grow, Sterling Rolling Tobacco will now offer even more quality and value for existing smokers from a well-established British brand. Lowering its price and providing additional rolling papers in a tobacco market driven by value will ensure this must-stock line continues to drive footfall for retailers.”

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