Shisha tobacco specialist Al Fakher has unveiled new packaging for the travel retail channel. The relaunched packs will be exclusive to Dubai Duty Free for two months from 18 February and available in other airports from May.

The new packaging aims to “elevate” the brand in the channel through a more contemporary feel. Consumers can curate various flavour options using the new products, which are designed with mixing in mind.

“The next stage in our journey”: Travel retail represents a vital launchpad for the updated Al Fakher range

Al Fakher currently distributes its products to more than 80 countries and operates four factories around the world. The company said it has experienced rapid growth in the travel retail sector and noted that it was the first shisha molasses brand to be present in the European duty free market with listings in Paris Charles de Gaulle and Paris Orly airports, as well as Marseille and Nice airports.

Al Fakher Head of Global Travel Retail Ziad Jabre commented: “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.”