JTI rolls out Sterling Essential 50g format

Sterling 50g

JTI has launched a new 50g format for its Sterling Essential Rolling Tobacco, available now with an RSP of £21.20.

The brand’s decision to release this new, larger format reflects the increase in demand for value RYO, with the category growing 14.3% year on year and generating sales of £3.9bn annually.

Mirroring the 30g format, Sterling Essential Rolling Tobacco 50g is a less for less alternative, with no filters and papers, providing existing adult smokers the freedom to purchase their preferred tobacco accessories. It also comes in a paper insert pouch packaging which contains less aluminium, and the blend generates less leaf waste compared to other RYO brands due to its whole leaf blend.

Mark McGuinness, Marketing Vice President at JTI UK, commented: “With more and more existing adult smokers purchasing value RYO brands over the past year, there has never been a better time to expand the Sterling Essential Rolling Tobacco range into a new format. With the demand for value RYO products a key trend in the market, we want to support our retailers and wholesalers so that they can meet this demand by offering a quality brand with competitive RRPs. We would recommend retailers price the product at the Recommended Retail Price and stock both the 30g and 50g formats to offer choice to customers and make the most of the profit opportunity available.”

For more information on Sterling Essential Rolling Tobacco or the wider range of Sterling family products, retailers should speak to their local JTI Sales Representative or call the help desk on 0800 163503. Retailers can also visit www.jtiadvance.co.uk for further information.