JTI has today announced the launch of a new 3-in-1 rolling tobacco variant into the popular Holborn Yellow brand family. For the first time, the pouch will include tobacco, papers and now filters – all in one place.

With 30g of tobacco, 100 papers, and 77 filter tips included in each pouch, the new Holborn Yellow 3-in-1 variant provides existing adult smokers with the complete kit for a convenient, fuss-free experience.

The new product will also allow retailers to tap into the growing popularity of value rolling tobacco, which currently holds a 45.4%[i] share of the UK’s RYO category. At the same £11.70 RRP* as the 2-in-1 version, Holborn Yellow 3-in-1 is great value for money, offering existing adult smokers more for the same price.

Ross Hennessy, Sales Vice President at JTI UK, says: “We’re excited to be launching our first 3-in-1 rolling tobacco pouches to existing adult smokers in the UK. At a time when value-for-money products are so popular, our new variants allow smokers to enjoy the same great quality tobacco at the same affordable price, but now all in one place.

“With over 6.5 million kilograms of rolling tobacco sold in the UK each year[ii], it is imperative retailers stock products that will allow them to capitalise on this growing category, like Holborn Yellow 3-in-1.”

*Retailers are free to sell JTI products at whatever price they choose

[i] IRi Market Place, Volume Share, Total RYO/MYO, Total UK, Dec 2019

[ii] IRi Market Place, Volume Sales, Total RYO/MYO, Total UK, MAT To 05/01/20

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