REJO, a global provider in heat-not-burn solutions, presented a new product, logo, and slogan as it announced its expansion into the European market.
The company introduced new varieties of its TOZE herbal sticks, inspired by East Asia’s rich tradition of tea-based cigarettes, that combine natural tea fibers, nicotine, and precisely balanced flavors. The sticks are meant to pair with the REJO HS40 heating device.
“Early market feedback from France, particularly among traditional tobacco retailers, has underscored the growing demand for TOZE products,” the company said in a statement. “Praised for their consistent aroma and reduced smoke odor, TOZE herbal sticks are well-positioned to meet the rising market demand for flavored alternatives.
“As REJO continues its global expansion, the company remains committed to its mission of redefining the smoking experience through innovation, reliability, and sustainability. With a strong foundation in place and ambitious plans for growth in Europe and beyond, REJO is committed to delivering reliable alternatives that empower consumers to make informed choices about their smoking experience.”
Headquartered in China, the company says it currently has products available in nearly 10,000 retail outlets across Russia, the Middle East, and Southeast Asia. The company said it will begin its European expansion initially focusing on the Czech Republic and Switzerland. REJO has already secured key EU regulatory approvals, including: Tobacco Products Directive (TPD) registration, Poison Centre Notification (PCN) compliance, and Track-and-Trace registration.
The company’s new slogan is, “Take a Break. Take REJO.” Its brand redesign features an extended “O” with a petal-like shape and vibrant color palette that, according to the company, “center around a warm, inviting shade of green-symbolizing comfort, relaxation, and a natural connection to the essence of the product.”