JTI has announced lower RRPs for three of its value roll-your-own (RYO) brands, including Sterling Rolling, Holborn Yellow and Kensitas Club RYO.

The lower RRPs are designed to tap into the increased shoppers' trend for value for money products, which has seen the RYO segment grow by 8.2% year on year.

Stephane Berset, Head of Marketing UK at JTI, said: “Price continues to be a key factor for smokers when choosing where to shop, in particular in light of increased government taxation on tobacco products.”

More product news: Imperial Tobacco launches RYO brand Riverstone