The recipe used honey to retain the tobacco's moisture and would appeal to smokers who wanted a tobacco with more natural ingredients, ST said.
Crossroad was the cigar specialist' first RYO in the UK market and would drive further growth in the category, which soared 11% to £872m over the past year [Nielsen], said ST's UK marketing chief James Higgs.
Rival tobacco group JTI launched Benson & Hedges RYO, an upmarket range of rolling tobacco, last week.
At £5.98 per 25g pack, Crossroad is 4p more expensive than the priciest SKU in the B&H range, but Higgs said there was still room for it. "Smokers will be attracted by the more natural proposition - even though the price is 15p higher than mainstream RYO brands," he said.