Merge Cells Horizontally in table

I apologize if this is a FAQ, I can't find the correct combination of keywords to search with to find an answer.

This functionality existed in SSRS 2005... I now have a SSRS 2012 project which I am attempting to work on, and I cannot find a way to do this within Report Builder.

Given the following simple report pictured below, I need to merge the "product" row cells together so that when the report runs, the "product" is not

scrunched
all
over here
like this
when the
product
name is
really
long

but instead, extends across the screen above the row of detail data.

I could do this easily when building SSRS 2005 reports, but simply cannot find a way to do it with the "new", "better" (cough, cough) version of SSRS.

Can anyone point me in the correct direction?

Thank you.