A new moist-snuff product to be released this fall by Philip Morris will bear the Marlboro name and sell for about $3 per can, the Associated Press reported Aug. 21.

The Marlboro-branded smokeless tobacco will come in long- and fine-cut varieties and be rolled out in the Atlanta area. "This new type of moist snuff product offering kind of builds on that premium tobacco experience that Marlboro represents," said Philip Morris USA spokesman David Sutton.

Analysts say that the company will "fully cement" its place in the smokeless-tobacco market by leveraging its most famous brand. "We anticipate that PM USA will be able to attract the majority of smokers that will cross over into the smokeless market, as well as attract existing moist users," said Citibank tobacco industry analyst Bonnie Herzog.