The EU's Tobacco Products Directive has been rubber-stamped, with bans set for cigarette packs of fewer than 20, menthols, and pouches of rolling tobacco under 30g. Health warnings will also increase to 65% of the entire pack.

Critics have called the TPD measures ill-judged – particularly the decision to ‘supersize’ tobacco packs by banning the smallest formats.

Daniel Torras, UK managing director at supplier JTI, said: “Banning 10s and smaller pack sizes of RYO will mean the lowest price will now be the street price sold by criminals who peddle to anyone, including children.”

A report by Oxford Economics in November 2013 estimated the changes will see convenience stores losing 30% of incidental sales – a loss of £370m, and more than 3,500 lost jobs in the sector.