P. Lorillard company was registered in Ettelbruck in 1963 to take over the production of the Kent cigarettes brand. A new cigarettes factory was built in Ettelbruck to manufacture only Kent cigarette. It was one of the most modern European tobacco plants with over 96% of production exported mainly to France, Italy, United Kingdom, Germany and Benelux. The Kent brand cigarettes was introduced in 1952 in the United States during the era of the filtered cigarettes rising popularity. In 1972 the plant in Ettelbruck was extended as at that moment Kent cigarette also enjoyed the growing popularity in Europe as well. In 1992 the production reached the level of one billion cigarettes per year. From one cigarettes factory only. These days Kent cigarettes are offered to the smokers in more than 70 countries all around the world. They enjoy the steadily increasing popularity in Russia where it is the top selling cigarette brand of the premium segment. Every fourth premium segment cigarette sold is Kent cigarettes. Today owner of Kent cigarettes brand is the British American Tobacco. In 1993 they have signed a 10-year licensing agreement with HvL considering the production and marketing of the brand. Later BAT purchased HvL thus regaining all its stocks, equipment, personnel and of course all brands including Kent. One of the strongest features of Kent advertisements of all times was the advanced filtering system. Kent cigarettes are still positioned as mild and easy cigarettes to smoke. It is now prohibited to state they are somewhat safer or less harmful than other cigarettes, but the connotation is the same: Wanna be safe ? choose Kent.