JTI is updating its Holborn Smooth Taste rolling tobacco brand with a reduced price and the inclusion of papers in all packs. The updated packs are price-marked at £5.99 for 20g and £2.89 for 9g.

Since its launch in 2013, Holborn Smooth Taste has gained a 7% share of the value RYO sector. JTI hopes the new product will offer existing adult smokers greater value and improved choice, with one in three now choosing RYO tobacco.

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