Tobacco giant Philip Morris will stop selling cigarettes in Britain within the next ten years marking the end of the Marlboro brand on UK shelves after a century - as it looks to push less harmful 'modern alternatives'

• The move will bring down the curtain on the iconic Marlboro brand after more than a century on British shop shelves
• Chief executive Jacek Olczak told The Mail on Sunday that the plans were part of Philip Morris International's drive to phase out cigarette smoking in the UK 
• Those who want to continue smoking will be encouraged to switch to modern alternatives such as e-cigarettes or heated tobacco devices

Tobacco giant Philip Morris International will stop selling cigarettes in Britain within the next ten years, its boss has revealed.

The move will bring down the curtain on the iconic Marlboro brand after more than a century on British shop shelves.

Chief executive Jacek Olczak told The Mail on Sunday that the plans were part of Philip Morris International's drive to phase out traditional cigarette smoking in the UK.

Those who want to continue smoking will be encouraged to switch to modern alternatives such as e-cigarettes or heated tobacco devices, which are considered less harmful.

'I want to allow this company to leave smoking behind,' Olczak said. 'I think in the UK, ten years from now maximum, you can completely solve the problem of smoking.' 

Asked if that meant Philip Morris would stop selling traditional cigarettes in the UK within that time, he replied: 'Absolutely.'

Olczak said the Marlboro brand will vanish from Britain. 'It will disappear. The first choice for consumers is they should quit smoking.

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

The Government has laid out a blueprint for Britain to go 'smoke-free' by 2030, which includes a plan to reduce the prevalence of cigarette smoking among different age groups.