Imperial Tobacco has become the first manufacturer to reveal how its range of products will look under tough new EU packaging rules.
The tobacco giant this week showed how the new European Tobacco Products Directive will affect its pack designs and names of products.
Under the directive, which effectively comes into force later this month, manufacturers of cigarettes, cigars and other smoking materials must adhere to strict new rules.
They include dramatically increasing the size of health warnings on all packs produced after December 16 and abolishing descriptors such as Mild' and Lights'.
Depending on the brand, Imperial will change all products bearing the tag Lights' to Gold', Blue' or White', while Ultra' becomes White'. Embassy Mild is being renamed Embassy Blue, while the terms King Size', Filter' and Menthol' will still be permitted.
Imperial said it would start rolling out its new-look products to retailers in the new year.
Philip Morris, which leaves distribution of Marlboro in the hands of Imperial in the UK, has yet to reveal its plans.

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