The UK's second biggest cigarette company Japan Tobacco International (JTI) has joined the fray, filing a lawsuit against the government's mandate for plain packaging.
JTI's suit follows similar actions taken by Philip Morris International (PMI) and British American Tobacco.
The companies have trained their guns on the government's move to introduce standardized, unbranded packaging for cigarettes effective May 2017.
The trio has maintained that plain packaging will be in breach of legal provisions in the UK and European Union.
If the tobacco sector's argument that plain packaging violates trademark laws holds ground, then the government is estimated to pay compensation as high as £11bn.
JTI UK managing director Daniel Torras told the Financial Times: "We have clearly and repeatedly made clear to the UK Government that plain packaging will infringe our fundamental legal rights without reducing smoking.
"Despite the lack of evidence that plain packaging works, the government has decided to proceed and JTI must now protect its rights in the courts."
Plain packaging laws require removal of all attributes such as colors and images on tobacco products that appeal to eyes. They allow printing of only the brand name, and health warnings in prescribed font and size.
Restrictions on packaging are aimed at preventing youngsters from getting lured to cigarettes and other tobacco products.
