Why is there hard pieces of wood in each cigarette?

Been smoking rothmans for over 20 years , it use to be the affordable yet good brand . Over the last few months buying from different shops 20 plus packets of rothmans red each and every cigarette dies because there is large hard pieces of what looks to be wood or branch, a massive chunk I have to pull out of every single cigarette , it's just not smokable at all . I have videos I have taken over the last month's and thought I won't complain but it's now been 20 plus packets already where every single cigarette has it in. It's no longer a cheap cigarette yet the quality is getting worse and worse.