Philip Morris (PML) has launched a unique product feature for Marlboro, designed to give the premium cigarette brand more of an edge in the plain packaging environment.

Marlboro Red, Gold and Silver Blue Kingsize 20s now feature ‘Pro-Seal’ technology to maximise freshness.

The design combines new technology with a round cornered look to ensure maximum freshness, promising  to keep the last cigarette as fresh as the first.

‘Pro-Seal’ achieves this by replacing the foil wrap, which adult smokers rip off and throw in the bin, with a seal that reseals the pack every time it closes.

PML UK and Ireland managing director Martin Inkster said: ‘Pro-Seal’ is a feature exclusive to Marlboro.

“It aims to help retailers sell more Marlboro products and retain their premium profits and adult consumer base. Heading to the Tobacco Products Directive and plain packaging when brands need differentiation more than ever, this innovative feature reinforces the premium quality of the brand at a time when all of the packs in the market go plain.”

The exclusive Pro-Seal feature aims to set Marlboro aside from its competition in the premium sector, helping retailers sell more Marlboro products as well as keeping their premium profits and adult consumer base.

“Pro-Seal will set Marlboro apart from its competition, strengthen Marlboro’s brand credentials and most significantly, contain the world’s best-selling cigarette range, keeping every cigarette as fresh as the first,” Inkster added

Pro-Seal is being communicated to retailers via Philip Morris Limited’s national field sales force.

All rrps remain the same.