JTI is launching a range of cigarettes to hit the sub-£6 price point.

Rolling out from the middle of this month, Sovereign Blue will be available in king size and superking 19-packs, both price-marked at £5.99. Ten-packs will be £3.25 and £3.28 respectively.

The launch aims to tap into the ongoing trend for downtrading in tobacco that has seen strong growth of value brands such as JTI’s Sterling and Imperial Tobacco’s John Player Special Blue.

“The value cigarette sector is set to continue its growth throughout 2013, so i It’s important we develop value products that deliver sales for retailers,” said JTI head of communications Jeremy Blackburn.

BrandView data shows the average of a 20-pack is £7.03, while the lowest priced 20-pack is Carlton, which is selling for £5.69 at Asda.