Philip Morris Limited (PML) has unveiled a new look and host of product upgrades for the Marlboro cigarette brand. 

Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol will all be updated from early February.

The brand’s distinctive chevron has been retained however the black Marlboro lettering has been removed and replaced with clear embossed lettering.

Packs will also feature a soft touch finish.

The cigarettes have new tipping paper designs and have been upgraded to include firmer filters which reduce the amount of ash that adult smokers get on their fingers when stubbing their cigarettes out.

PML’s sales force will be visiting stores over the coming weeks to explain the upgrade and convey the news that while the brand has evolved, the taste has not changed, managing director Martin Inkster said.

“Our new packaging sets us apart from the competition, strengthens Marlboro’s brand credentials, and most importantly, contains the world’s best-selling cigarette range,” he added.