Tobacco titan Philip Morris International Inc. (NYSE: PM) is snapping up the South African operations of Swedish Match for a cool 1.75 billion rand, or roughly $224.7 million. The acquisition is part of PM's broader strategy to gain a foothold in the smokeless tobacco arena. Currently, Swedish Match South Africa is the market leader in the South African pipe tobacco and snuff categories.

"This financially attractive acquisition represents an excellent strategic fit for our business in South Africa," said Jean-Claude Kunz, PM's president of Eastern Europe, Middle East, and Africa. "We firmly believe that merging the two businesses will provide us with the talent, infrastructure, and expertise to further build and grow our portfolio of strong brands in this important market."

The New York Times reports that Altria Group (NYSE: MO) "is in advanced talks to buy UST (NYSE: UST), the maker of the popular Skoal and Copenhagen smokeless tobacco brands, for more than $10 billion." Investors are reacting positively to the news, sending Altria shares over 1% higher.

Since spinning off Philip Morris International (NYSE: PMI) in March, Altria expected to experience sales decline. U.S. cigarette industry has been on the decline for years and Phillip Morris USA indeed saw an adjusted 3.6% drop in sales last year. The company has projected the trend will continue and cigarette sales volume to fall between 2.5% to 3% in the U.S. over the next few years. The reasons are knows: concerns about health, smoking bans and price increases. Altria has tried and failed to create its Marlboro brand smokeless tobacco products and has also pulled the plug on Marlboro Ultra Smooth, which despite using better filters didn't see higher consumer acceptance.

The Philip Morris USA unit of Altria Group (NYSE: MO) has decided to launch a smokeless product under the Marlboro name. It is a substantial risk.

Forty percent of the cigarettes sold (WSJ--subscription required) in the U.S. are Marlboros. The brand still evokes the tough cowboys who used to ride through its TV commercials. They rode the open American range, they were independent, and when they died of lung cancer, it was off-screen.

The new product can be used in offices and restaurants since it does not violate any of the smoking laws enacted in recent years. The product is not "wet" like certain other forms of smokeless tobacco. The users are not likely to spit juice all over the floor. Hitting a spitoon is a lost art.

But, smokeless tobacco can cause mouth and throat cancer, a particularly grim way to die.

Sucking nicotine in through a little pouch placed in the mouth would seem to erode the strong cowboy image. Of course, it will kill you all the same.

Douglas A. McIntyre is a partner at 24/7 Wall St.