JTI has added Holborn smooth taste to its Old Holborn range, which will compete in the value segment of the roll-your-own (RYO) market.

It is available in a 10g pack, rrp £2.90, as well as a 20g pack (rrp £5.70) a size which is a first for the UK tobacco market.

JTI’s head of communications, Jeremy Blackburn, said: "Holborn smooth taste uses a unique mix of tobacco to provide a smoother taste, created for the growing number of ready-made cigarette smokers looking for a RYO product." Worth £1.9bn and growing by 15.2% year-on-year (JTI estimates), RYO is currently the biggest sector of the tobacco category by volume.

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