P. Lorillard company was registered in Ettelbruck in 1963 to take over the production of the "Kent" brand of cigarettes. A new production factory was built in Ettelbruck to manufacture Kent cigarettes only. It was one of the most modern European tobacco plants with over 95% of production exported mainly to Italy, France and Benelux.

The brand of Kent 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 cigarettes also enjoyed the growing popularity in Europe as well. In 1992 the production reached the level of one billion units per year. From one factory only.

These days Kent cigarettes are offered to the smokers in more than 70 countries all around the globe. They enjoy the steadily increasing popularity in Russia where it is the top selling brand of the premium segment. Every fourth premium segment cigarette sold is Kent.

The current owner of Kent cigarettes is British American Tobacco. In 1992 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. And modern days are no exception. Kent cigarettes are still positioned as mild and easy 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.