JTI is repositioning its B&H Silver Roll Your Own brand into the value sector with a new lower price.

From the beginning of November, B&H Silver RYO 12.5g, 25g, and 50g will be available at an RRP of £4.15, £7.99 and £15.49 respectively. The 12.5g and 25g pouches are also available in price-marked formats. The profit margins on the products will remain the same.

Jeremy Blackburn, JTI head of communications, said: “Retailers should take advantage of the unaffected profit margins on the newly priced range and ensure they have this must-stock product on their tobacco gantries”.

According to JTI, the RYO market is worth £2bn and is the biggest sector of the tobacco category by volume.