Tobacco giant Philip Morris International announced a radical rebranding idea this week which they said will focus on “smoke-free products.”

The company — which makes classic cigarette brands such as Marlboro, L&M and Parliament — laid out their new vision in a manifesto that promised a “much better choice than cigarette smoking.”

They also claimed products such as vapes and e-cigarettes would eventually replace cigarettes completely in the UK.

“Our ambition is to stop selling cigarettes in the UK,” read a full-age ad Philip Morris placed in several newspapers in Great Britain.

“It won’t be easy.”

The company said the change in strategy was due to concern for people’s health.

“Society expects us to act responsibly,” the company said. “And we are doing just that by designing a smoke-free future.”

Philip Morris said “healthier” alternatives would include electronic cigarettes.

Heated tobacco products produce aerosols containing nicotine and other chemicals, according to the World Health Organization.

WHO is also skeptical of the company’s rebranding effort.

“The tobacco industry and its front groups have misled the public about the risks associated with other tobacco products,” WHO said in a September 2017 statement, according to USA Today.

“Such misleading conduct continues today with companies, including PMI, marketing tobacco products in ways that misleadingly suggest that some tobacco products are less harmful than others.”