JTI has expanded its American Spirit range with the launch of American Spirit Essential Blue rolling tobacco.

The new brand comes in a 30g format and a paper pouch pack, capitalising on the RYO category which is growing by 7.6% year on year, generating sales of £2.7bn a year.

American Spirit Essential Blue has an RRP of £14 and is available to independent and convenience stores across London, and selected wholesalers across London, Brighton and Bristol.

The new product will be supported with a regional launch campaign including wholesale PoS.

Ross Hennessy, head of sales at JTI, said: “American Spirit Essential Blue provides an opportunity for retailers to profit from this category, especially with the paper pouch format which is completely new to the JTI range and the market.”