Marlboro cigarettes to disappear from UK shelves "within 10 years"

US tobacco group Philip Morris has revealed plans to stop selling its Marlboro brand of cigarettes in the UK within the next decade, according to the group's CEO.

This comes as part of a diversification strategy as the company plans to deliver on what it calls a "smoke-free future" stating the "problem of smoking" could be eradicated within 10 years in the UK.

The company also recently offered £1.05 billion (€1.22 billion) to Vectura  to gain access to its respiratory system as part of a greater, company-wide initiative to phase out cigarettes.

Read more: Philip Morris offers £1bn to buy Vectura

This move is the latest push by tobacco giants to change their image following years of negative press and lawsuits in the marketing and selling of cigarettes.

The rise of vaping and decline in smoking rates over the last decade has been spurred by several factors, including increased links to cancer, and an emphasis on improving personal health.

Philip Morris' CEO Jacek Olczak told the Mail on Sunday came as part of his company's plans to phase out traditional smoking. Those who wish to continue will be guided towards less harmful alternatives such as e-cigarettes or heated smoking devices.

Under Olczak, who became CEO earlier this year, the company has continued to invest heavily in tobacco alternatives. However, the company still brings in £800 million per year from Marlboro cigarettes alone, according to one FT report.

Around a quarter of the company's current global revenue is through alternative smoking methods, and it operates a far higher market share than its main competitors.

The company has continued to express interest in trying to phase out cigarettes in favour of less dangerous alternatives. It is worth noting, however, that some of the issues associated with smoking still exist through these means, even if the rates of health concerns are reduced.

Olczak revealed that "the first choice to the consumer was for them to quit smoking."

"But if they don't, the second-best choice is to let them switch to the better alternatives," he added.

The company has set a target to generate more than 50% of its revenue from smoke-free products and at least $1 billion from products beyond nicotine by 2025 as part of its "evolution into a broader healthcare and wellness company".

There is also currently no news on the company's plans in other major economies. However, it would not be unreasonable to assume it is making strikes in pushing alternative smoking methods in other countries.

Critics, however, have voiced concern as to whether or not some of the larger tobacco companies will be able to fully phase out cigarettes.

Read more: Two UK drug companies fined £260m over price inflation

The UK government has also laid out plans to go smoke-free by 2030, which includes a scheme to reduce cigarette smoking among various age demographics, which may have spurred this decision from Philip Morris.

The following video is of Olczak declaring his interest in a smoke-free future. Whether the company delivers on these promises remains to be seen:

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