A new roll-your-own brand from Imperial Tobacco is set to cash-in on the buoyant lower-priced sector.

The category has experienced 175% growth since 2000, prompting the company to develop Player's Gold Leaf. It will be available next month in an 11.5g pack and a 23g pack containing rolling papers and priced at £2.35 and £4.65 respectively.

"Gold Leaf offers smokers value for money in a growing segment of the category," said trade communications manager Iain Watkins.