Shisha molasses and accessories specialist Al Fakher will introduce a new favour range to the travel retail channel to coincide with the Middle East & Africa Duty Free Association (MEADFA) Conference in Beirut.
The new collection of flavours – Fusion – was launched into selected markets in Europe, the Middle East and North Africa in June this year. Three flavours from the range will be unveiled to the travel retail channel at the MEADFA event, where Al Fakher is a Platinum sponsor and exhibitor.
They are Ambrosia (a creamy mixture of fruits with a hint of mint), Magic Love (an aromatic herbal taste with a cooling after-effect) and Black Widow (a tropical flavour with notes of roasted nuts).
These flavours will each be available across the range of Al Fakher packaging formats and weights including 50g, 250g and 1kg. The company said its travel retail team will consult with retailers to determine the optimal package sizes for their stores.
Al Fakher Head of Travel Retail Ziad Jabre 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 travellers at MEADFA.”
Earlier this year, UAE-headquartered Al Fakher revealed its ambitious plans for travel retail sales growth to The Moodie Davitt Report. It claims to currently hold a 40%+ share of the global shisha molasses market, and now has its products available in more than 150 countries.
