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Marlboro (US: / ˈ m ɑː l ˌ b ʌr oʊ /, [2] [3] UK: / ˈ m ɑːr l b ər ə, ˈ m ɔː l-/) [4] is an American brand of cigarettes owned and manufactured by Philip Morris USA (a branch of Altria) within the United States and by Philip Morris International (PMI, now separate from Altria) in most global territories outside the US.
The newly designed light cigarette employed a special filter perforated with small holes; these perforated filters allegedly offset the concentration of inhaled harmful smoke with clean air. Most important to the tobacco industry, however, was that light cigarettes produced lower tar and nicotine levels when tested with the FTC's smoking machines.
Marlboro was launched in 1924. Marlboro is the premium brand. Marlboro variants include: Marlboro Special, Marlboro Menthol, Marlboro Lights, Marlboro Lights Menthol, Marlboro Mix-9 Filter Kretek, Marlboro Flavor Plus, Marlboro Black Menthol, and Heatsticks, a heated tobacco product. [28]
The brand was eventually re-launched after tax increases of tobacco in Malaysia pushed Marlboro out of the market. [3] Next is also available in tobacco for rolling use. Next International is sold in Canada as a discount cigarette brand which competes with other imported brands such as Viceroy, Legend, Studio and Pall Mall.
In the 1970s, in response to smokers' health concerns, Philip Morris introduced the "Light" cigarette — which was later found to be no safer than any others. [8] In 1976, Marlboro became the leading brand in the U.S.; Morris operated as the largest seller of tobacco in the U.S. and the second-largest in the world.
Even the "taste" of a product was greatly influenced by the brand's image and reputation. Merit, as a free-standing brand, had difficulties in being perceived as flavourful, whereas in contrast, product line extensions like Marlboro Lights had the advantage of being perceived as more flavourful due to the taste reputation of the "parent" brand.
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The same happened in 2010 in the U.S when the Food and Drug Administration banned flavor descriptors such as "mild," "light", and "ultra light", though the color designations were already changed, like in Europe. In December 1997, the ingredients used in L&M cigarettes were listed on the cartons.