IT’S all change for the Holborn Smooth Taste range of RYO with new packaging and a change of name to Holborn Yellow.
Wholesale promotions are being used to support the new look, including an offer of £5 off when retailers buy an outer of either Holborn Yellow 9g or 20g.
Head of communications at JTI Jeremy Blackburn said: “Holborn has become a brand synonymous with both quality and value for existing adult smokers.
“Representing 32.5%, roll your own remains the largest sector within the UK tobacco category.
“Maintaining the same quality tobacco blend, the house modernisation will provide a brighter, contemporary look that will feature two rotational inner designs explaining the origins of the Holborn name and its iconic elephant motif.”