Philip Morris wants to remarry in Altria to better turn the page on the cigarette

Two of the world's largest tobacco companies, Philip Morris International and Altria, are in talks to redefine and find ways to offset the inexorable drop in cigarette sales.

For now, Philip Morris, who confirmed the rumor Tuesday in a brief statement just before the opening of the stock market, remains cautious about the outcome of these discussions.

There is no guarantee that this "Merger of equals" see the day, the group said in a statement, adding that he will make no other comment.

Both companies are trying to find a way out of the slump in cigarette sales, each by investing in alternatives such as vaping, or tobacco not meant to be smoked.

If the transaction were to be made, it would create a juggernaut weighing more than 200 billion dollars on the stock market, 55 billion dollars in turnover and 15 billion dollars in profits.

The two groups, separated a decade ago, sell the same brands as the iconic Marlboro, one internationally, as the name suggests, and the other in the United States.

To diversify, Altria announced in late December a historic investment of $ 13 billion in Juul, a start-up based in San Francisco, which in three years, conquered three quarters of the market for electronic cigarettes in the United States.

"We are acting vigorously to prepare for a future in which adult smokers choose non-combustible products in preference to cigarettes"said Altria CEO Howard Willard.

Altria is also targeting new markets with high potential. He has recently invested heavily in cannabis.

As for Philip Morris, he is radically changing his image and wants to use the technology contained in his new vaping products to offer health screening services.

The vaping is a huge success with young people. Thus Juul's electronic cigarettes, with a sleek design, are snapped up and the appeal of the product is further multiplied by the fragrances of "juice".

Tobacco companies present the electronic version as a much less harmful alternative to conventional cigarettes.

But according to the World Health Organization, electronic cigarettes are "Undeniably harmful" and will have to be regulated. An opinion shared by many health authorities, who are worried about young people rushing on these new products.