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The move will cost the company about $2 billion in annual revenue, the Associated Press reports

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Lorillard launched Kent at a press conference at New Yorks Waldorf-Astoria, touting the Micronite filter as offering the greatest health protection in cigarette history. Playing on the publics gee-whiz faith in science and technology, Kent ads told a glamorous, though vague, back story of how the quest for the new filter ended in an atomic energy plant, where the makers of KENT found a material being used to filter air of microscopic impurities. What is Micronite? another ad asked