BRISTOL, England – For more than a century, Imperial Tobacco has been known by the products it produces. But one of the world’s largest cigarette makers has plans to jettison “tobacco” from its name, The Telegraph reports. The company’s name will change to Imperial Brands, if approved by shareholders at its February annual general meeting.

A company representative negated the idea that the company was distancing itself from tobacco. “Tobacco is at the heart of what we do,” the spokesman said. “It’s only the corporate entity that is changing, so the Imperial Tobacco businesses across the world will still be called Imperial Tobacco.” The change in name will better emphasize “the brand-focused business that we are today.”

Imperial Tobacco makes the popular cigarette brands of Lambert & Butler, Gauloises and Davidoff. This week, Imperial Tobacco, Philip Morris International, Japan Tobacco and British American Tobacco are arguing against the government’s proposed plain packaging regulations before the High Court in the United Kingdom.