UAE-based Shisha and Hookah tobacco company Al Fakher is to introduce new flavours to the travel retail industry at the upcoming Middle East and Africa Duty Free Association Conference in Beirut (19 to 20 November).

Entitled Fusion, the new range has been crafted with the company’s discerning consumers in mind to provide ‘complex, intense and well-balanced’ flavour experiences.

The initial launch includes three flavours which are Ambrosia (pictured below), Magic Love and Black Widow. Ambrosia provides a creamy mixture of fruits with a hint of mint, while Magic Love has an aromatic herbal taste with a cooling after-effect. Black Widow is a tropical flavour with notes of roasted nuts.

PACAKGING FORMATS

Each flavour will be available across the range of Al Fakher packaging formats including 50g, 250g and 1kg. The company’s travel retail team will work with retailers to determine the optimal size options for their stores.

Roll-out started in June in selected markets across Europe, the Middle East and North Africa. Further expansion is planned globally.

Ziad Jabre, Al Fakher, Head of Travel Retail, who revealed to TRBusiness it had experienced strong year to date sales growth with Dubai Duty Free said: “We at Al Fakher are very excited about the new Fusion flavour range. Shisha’s popularity around the world continues to grow as people have begun to focus more on high-quality shared experiences.

“As the top shisha company in the world, our broad portfolio meets consumer needs, with our new flavour range adding to this quality experience. We’re thrilled to be offering these three new flavours to the world’s travelers at MEADFA.”

See the MEADFA edition of TRBusiness for an in-depth interview with Ziad Jabre, Al Fakher, Head of Travel Retail.

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