Philip Morris is launching a third product to its Marlboro brand aimed at smokers wanting a smoother taste and a third of the tar of the standard line.

Marlboro Silver contains 3mg of tar compared with 6mg for Marlboro Gold and 10mg for Marlboro Red. The pack will be launched with a limited edition silver foil overap, priced at £5.44 for 20.

"Marlboro Silver completes the Marlboro portfolio and offers adult smokers a range of tastes from one of the world's best-known cigarette brands," said Michelle Ward, general manager of the company.

The new cigarettes were first launched a decade ago in Europe and were available in selected markets around the globe where they had proved a success, he added.

As tobacco brands have been unable to advertise since 2003, marketing has focused on extensions and innovation such as Benson & Hedges' Silver Slide pack earlier this year and Gallaher's 14-pack of cigarettes - the daily average for a smoker.