November 18, 2018

Al Fakher Launches New Flavour Range in Travel Retail

New rich, complex flavours nowavailable for the world’s travelers to enjoy

At this year’s MEADFA conference, which takes place at the Phoenicia Hotel in Beirut, Lebanon on November 19th and 20th, UAE-based Al Fakher, the world’s top shisha molasses company, will introduce an exciting NewWorld of Flavours to the travel retail industry.

The new range, called “FUSION,” has been carefully crafted with Al Fakher’s discerning consumers in mind, to provide complex, intense and well-balanced flavour experiences.Al Fakher’s molasses has always been known for its high quality and long-lasting taste, characteristics that have made the shisha company number one globally and available in over 150 countries.

With its newFUSION range, Al Fakher starts with these same important characteristics, but adds new and surprising flavour twists.

The initial launch includes three flavours: AMBROSIAMAGIC LOVE and BLACK WIDOW.

AMBROSIA provides a creamy mixture of fruits with a hint of mint.

MAGIC LOVE has an aromatic herbal taste with a wonderful cooling after-effect.

BLACK WIDOW is a tropical flavour with notes of roasted nuts.

These flavours will each 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.

Al Fakher began rolling out the FUSION range in June2018 in select markets across Europe, the Middle East and North Africa. Further expansion is planned globally.

Ziad Jabre, Al Fakher’s Head of Travel Retail, says:“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 add ingto this quality experience. We’re thrilled to be offering these three new flavours to the world’s travelers at MEADFA.”

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Editor Notes:

- In 2018 Al Fakher made a clear statement about its commitment to the travel retail channel, first by hiring a full-time Head ofTravel Retail, Ziad Jabre, and then by taking part in a number of duty free& travel retail global events.

- This commitment includes participation at the MEADFA conference as a Platinum sponsor and exhibitor, and will introduce newflavours inspired by consumers’ taste preferences.

-Al Fakher was established in Amman, UAE, in 1999

-Al Fakher boasts the largest market share of shisha molasses, at 40%+

-Al Fakher molasses is made from the finest tobaccos and infused with exquisite European flavour infusions to create arich, unrivalled, full smoking experience for our shisha enthusiasts

-According to various studies, global shisha use is increasing


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