JTI has refreshed its Sterling Essential Rolling tobacco, adding rolling papers, an enhanced blend and a zip pouch.

The refresh is intended to make the tobacco more accessible for existing adult smokers, giving them everything they need in one pouch.

Sterling Essential Rolling is available in outers of 5x30g (RRP of £14.55 per pouch) and 5x50g (RRP of £23.85 per pouch).

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Mark McGuinness, marketing director at JTI UK, said: “We listened to trade and consumer feedback when redesigning and updating Sterling Essential Rolling, to ensure the product would hit the key shopper needs of value and convenience, and therefore help our retailer partners maximise sales. With this product refresh, we’re confident retailers will continue to benefit from the heritage of the brand, whilst also offering a new all-in-one format that will appeal to customers.”

The supplier will support the relaunch with wholesale in-depot activity to raise awareness.

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