With value rolling tobacco driving RYO growth, JTI is introducing a new look across Holborn Smooth Taste range and renaming it Holborn Yellow.

The new packs are available now in 9g, 20g £6.32 PMP and non-PMP, and 40g. Holborn Yellow now has a brighter look with a “new design same taste” strapline. The packs also include two inner designs that explain the origins of the Holborn name and its elephant motif.

The launch is supported by a promotion giving retailers £5 off when they buy an outer of Holborn Yellow 9g or 20g. The offer will be available in wholesalers in November.

Jeremy Blackburn, JTI head of communications, said RYO remains the largest sector within the tobacco category, holding a 32.5% share of the market. “Holborn Yellow will ensure retailers continue to capitalise on the growing profit opportunity of value RYO,” he added.