Tobacco giant JTI has announced that its Sterling cigarette brand will remain within the 'super value' price sector permanently.

The move into the cheaper category follows a price-marked pack promotion last year that grew Sterling's share of the super value sector and lifted its share of the UK cigarette market from 5% to 6.1% in just over four months [JTI EpoS data].

"Sterling now provides quality at an even more affordable price for consumers and a footfall driver for retailers," said JTI spokesman Jeremy Blackburn.