JTI is launching its first value roll-your-own (RYO) brand, Sterling Rolling. According to Nielsen data, Sterling is currently the UK’s number-one value cigarette. The company says its aim is to consolidate this brand loyalty into the RYO market with the launch of Sterling Rolling. It is available in 12.5g and 25g packs, with a recommended retail price of £3.37 and £6.60 respectively.

JTI’s head of communications, Jeremy Blackburn, says: "The launch of Sterling Rolling is a natural progression for JTI. We currently have brands which sit within the premium and mid-price RYO segments, but the launch of Sterling Rolling is a really exciting initiative which will give retailers a great opportunity to capitalise further on the growth of RYO and the expansion of the Sterling brand."

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