One of the products that gained significant interest at TPE 2025 in Las Vegas last week was the Splash menthol-filtered smokes that were launched at the end of 2024 by Kretek International. The tobacco-free products are being introduced as a legal alternative in restricted markets.
“We think we’ve come as close as you can get with a nicotine-free smoke to the taste and satisfaction of current tobacco menthols,” said Kretek president Sean Cassar. “Our combined effort with PT Djarum has been highly focused on the taste and feeling that menthol smokers told us they expect.”
Kretek is using the first six months of 2025 to measure smoker appeal in restricted markets such as California and Massachusetts to show retailers the benefits of legal nicotine-free menthols that are free of federal excise tax.
“We want customers’ expectations to be based on realistic sales and repeat purchase levels after the FDA ban,” explained Kretek Sales & Marketing Sr. VP Albert Jose. “Given menthol smokers’ level of taste-driven loyalty, we weren’t surprised that more than half the trial smokers said they’d try Splash after their brands were removed from the shelf. The surprise was how many of them discovered during the smoking trials that some of their nicotine buzz was actually menthol’s neuro-calming effect”
Splash menthol-filtered smokes come in nicotine-free Classic and Smooth styles, available to all retail channels in 20-pack king-size flip-top boxes, delivered in 10-pack cartons. Kretek makes no health claims and has placed a tar and carbon monoxide warning on all Splash packs and cartons. Splash menthols are made in Indonesia by PT Djarum, whose cigarettes and cigars have been imported and sold in the U.S. exclusively through Kretek International Inc. since 1983.
