The launch aims to build on the success of Sterling cigarettes – the UK’s leading value cigarette brand, according to Nielsen.
Sterling Rolling will be available in 12.5g and 25g packs, rrp £3.37 and £6.60 respectively.
JTI communications head Jeremy Blackburn said: “Sterling is currently the UK’s number one value cigarette brand, growing its market share at 1.7pp year-on-year, and our aim is to consolidate this growth and brand loyalty into the RYO market.
“The launch of Sterling Rolling is a natural progression for JTI. We currently have brands which sit within the premium and mid-price RYO segments, but the launch of Sterling Rolling is a really exciting initiative which will give retailers a great opportunity to capitalise further on the growth of RYO and the expansion of the Sterling brand.”