Shisha and Hookah tobacco company Al Fakher has unveiled the next chapter in its travel retail journey.

The company is demonstrating its commitment to DF&TR with new elevated packaging. This aligns with its global ambition to continue growing in the industry while ‘delighting and enhancing’ its shisha loving audience.

After listening to feedback from potential and existing customers, Al Fakher determined there was an opportunity to improve its offering. According to the company, the new packaging reinvigorates the brand and makes it more relevant with a more contemporary feel.

REPOSITIONING THE OFFER

Repositioning the brand enables core classic flavours to be offered and the introduction of products designed to enhance the shisha experience by ‘enabling and empowering mixing’. This will enable consumers to curate an infinite number of flavour possibilities.

The new packaging will be exclusive to Dubai Duty Free for two months from 18 February and be available in other airports from May.

Currently, Al Fakher distributes products to more than 80 countries and operates four factories around the world. It is the first shisha molasses brand to be present in the European duty free market with listings in Paris (Charles de Gaulle and Orly airports) and Marseille and Nice Airports.

Ziad Jabre, Head of Global Travel Retail, Al Fakher said: “Our focus on connecting with all markets within which our products are distributed and enjoyed makes duty free and travel retail the ideal launchpad for the next evolution of our company.

“We consider Al Fakher as a driver of social connection and 2020 marks the next stage in our journey; one that will provide further appeal to and engagement with travellers across the shisha world.”

Stay close to TRBusiness for an extensive interview with Ziad Jabre, Head of Global Travel Retail, Al Fakher on the next phase of the company’s travel retail journey.