IMPERIAL Tobacco has launched a new RYO variant under its JPS Players brand.
JPS Players Easy Rolling Tobacco offers a blend of fine cut tobacco which Imperial said offers an easier rolling experience.
The new range is available from this month, in 30g and 50g packs priced at £11.95 and £19.60 RRP respectively.
Imperial will be supporting the launch through a national ambassador programme, with plans to visit approximately 481 outlets each month in over 30 cities across the UK and Northern Ireland.
Chris Street, market manager UK at Imperial Tobacco, said: “Our research shows that consumers remain fully focused on seeking out the best value from the tobacco products they buy.
“This is especially true within the growing RYO segment, with the economy sector accounting for just shy of half the market at 49.87%.
“With JPS Players being a nationally well-known and trusted brand, we’re confident the latest innovation will help retailers capitalise on the rising demand for quality tobacco products at great value price points.”