Tobacco giant Philip Morris has unveiled Pro-Seal, a packaging innovation for Marlboro that promises to ‘ensure maximum freshness’ for the premium cigarette brand.

Replacing the foil wrap typical to all cigarette packets, the NPD ‘reseals the pack every time it closes’. It has been added to Marlboro’s core variants – Red, Gold and Silver Blue KS 20s – which have been given a redesign that combines ‘cutting-edge technology’ with a round-cornered look. The UK will be the first market to offer the packaging revamp.

Marlboro is “known for being forever forward”, claimed Martin Inkster, Philip Morris managing director for the UK & Ireland.

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