JTI is updating its Holborn Smooth Taste Roll Your Own (RYO) brand with new formats, a reduced price and the inclusion of papers in all packs, to offer existing adult smokers greater value.

Holborn Smooth Taste 10g packs will be reduced to 9g, price-marked at £2.89. The updated 20g packs will be price marked at £5.99, with standard packs also available across both pack sizes as well as in 40g. The blend of the tobacco will remain unchanged.

Jeremy Blackburn, JTI head of communication commented: “This latest update for the Holborn Smooth Taste brand capitalises on the growing trend towards Value RYO in the UK tobacco market.

“One in three smokers are now choosing to smoke RYO tobacco, with pack sizes below 12.5g accounting for 5% of the RYO market and growing. Providing smaller pack sizes, including papers and lowering the price point will ensure Holborn Smooth Taste remains relevant and drive profits for retailers.”

Since its launch in 2013, Holborn Smooth Taste has gained a 7% share of the Value RYO segment.

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