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Tag: Shisha

  • AIR Unveils First Sustainability Report and Roadmap

    AIR Unveils First Sustainability Report and Roadmap

    Advanced Inhalation Rituals (AIR) published its inaugural sustainability report, detailing a long-term strategy focused on public health, innovation, and environmental and social responsibility. The report positions AIR as a pioneer in tobacco- and nicotine-free shisha alternatives, highlighting major milestones such as the launch of Zodiac, a tea-based inhalation product, and OOKA, what the company says is the “world’s first pod-based, charcoal-free shisha device,” with over 14,500 devices and 500,000 pods sold to date.

    AIR’s new 2030 Roadmap, aligned with the UN Sustainable Development Goals, centers on five ESG (environmental, social, and governance) pillars: public health and innovation, working conditions, business integrity, environmental impact (notably water usage), and governance. The roadmap includes goals like improving gender diversity in leadership, strengthening supply chain standards, and increasing public education around harm reduction.

    “This report celebrates the huge progress we have already made in optimizing all aspects of our operations, but we are also aware that we have a responsibility to accelerate our ESG efforts over the coming years to protect the world around us,” AIR CEO Stuart Brazier said. “As the global leader in our industry, our purpose is to transform the sector by creating a safer, cleaner, and more sustainable inhalation experience whilst also preserving the rich social and cultural value of shisha.”

    The full report is available at www.air.global.

  • Study: Shisha to Increase 90% at Hospitality Venues

    Study: Shisha to Increase 90% at Hospitality Venues

    The global hospitality sector is experiencing a shisha boom, with venue owners worldwide expecting demand to surge over the next two years, according to new research from AIR, a global social inhalation business.

    The study, conducted with 400 hospitality businesses in Spain, Germany, the U.S., and the UAE that offer shisha, aimed to explore future demand and trends in those growing shisha markets. The study said 90% of the businesses expect to see demand for shisha increase over the next two years, with overwhelming backing seen across all four markets.

    The research also revealed that businesses are exploring ways to meet evolving consumer expectations and gain a competitive advantage, with 87% of the venues saying they are open to introducing charcoal-free alternatives, recognizing the value of offering a cleaner, safer, and more efficient experience that aligns with the growing focus on health-conscious options. 

    “Venues that embrace cutting-edge shisha innovations are not only future-proofing their operations but also building loyalty by enhancing the overall customer experience,” Ronan Barry, chief legal and corporate affairs officer at AIR said. “By improving operational efficiency and meeting evolving expectations, these businesses are positioning themselves for long-term success in an increasingly competitive market.”

    The research also said charcoal-free shisha would reduce staff workload (28%), appeal to health-conscious consumers (27%), boost revenue (25%), and help meet regulatory requirements (25%).

  • Cigarette Plain Packaging Among Tobacco Law Changes Macau Considering 

    Cigarette Plain Packaging Among Tobacco Law Changes Macau Considering 

    The Macau government plans to amend its tobacco control law, with Health Bureau director Alvis Lo Iek Long saying that standardized “plain packaging” for cigarettes will be a key measure to reduce tobacco’s appeal to young people.

    In an interview with public broadcaster TDM, Lo confirmed authorities are speeding up preliminary work on such a measure but noted no timeline has been set due to the legislative process.

    The proposed revisions also include expanding outdoor smoking bans to areas near schools and daycare centers, mirroring existing bus stop restrictions. Authorities also plan to trial “designated smoking areas” based on international models, aiming to balance the rights of smokers and non-smokers. Additionally, the amendment seeks to prohibit the import and sale of novel tobacco products, such as Middle Eastern shisha and herbal cigarettes.

    The current law allows different management entities to designate no-smoking zones, however, Lo said officials are working on pilot programs to define “smoking points” and establish clear signage systems, though specific trial locations have yet to be finalized.

  • Study: Charcoal-Free Shisha Significantly Less Harmful

    Study: Charcoal-Free Shisha Significantly Less Harmful

    In what the company calls “the world’s first charcoal-free shisha product,” OOKA announced the results of a study conducted by ASL Analytic Service Laboratory GmbH in Germany that found emissions from its heated system showed zero detection of many of the most harmful by-products of combustion, including carbon monoxide, benzene, toluene, and benzo[a]pyrene – substances typically found in both cigarettes and charcoal-heated shisha. The peer-reviewed study was published today (April 30) in Nature’s Scientific Reports. 

    “As the first electronically heated shisha system, OOKA represents a major advancement in inhalation technology, providing a charcoal-free, smoke-free experience without compromising flavor or ritual,” the company said in a press release. “The product’s multi-patented design eliminates combustion-related toxicants while offering consumers a consistent and premium experience.

    “The study provides substantive new evidence that OOKA is a breakthrough in harm reduction, delivering one of the cleanest inhalation experiences currently available without any compromise on flavor and experience for users

    The study tested emissions from OOKA across 37 toxicants and showed that emissions of key aldehydes—including acrolein, acetaldehyde, and formaldehyde—were reduced by up to 96% in the charcoal-free device compared to traditional shisha. When typical real-world consumption is factored in, toxicant exposure was estimated to be up to 100 times lower than cigarette smoking.

    “These findings have significant implications, not just for public health but also for shisha regulation and consumer understanding,” Dr. Ian Fearon, study co-author and a leading global expert in the scientific basis for tobacco harm reduction, said. “Misconceptions around waterpipe use have gone unchallenged for too long, and studies like this help bring clarity and credible data to a rapidly evolving category.”

    OOKA is one of six shisha/hookah brands under AIR (Advanced Inhalation Rituals).

  • Zimbabwe to Double Shisha Output

    Zimbabwe to Double Shisha Output

    Despite only increasing planted land by 25%, Zimbabwe is expected to see its Shisha crop double in 2025. Mostly being produced under a contract spearheaded by Cavendish Lloyd Zimbabwe Pvt Ltd. (CLZ), the increase in production is being attributed to the adoption of good agronomic practices, collaboration between growers and technicians, and favorable weather conditions.

    “We are projecting a total of 800,000 kilograms of cured Shisha tobacco by the end of the season, a significant increase from last year’s 400,000 kg,” Dr Rebecca Manford, chief executive officer for CLZ said. “The price for the crop has remained strong, with the highest price recorded so far at US$5.75 per kg, an increase from last season’s US$5.70.”

    Shisha was introduced commercially in Zimbabwe in 2022, and last year was negatively impacted by the El Nino drought. The number of growers increased from 65 to 125 this year, yet the land committed only increased from 388 to 485 hectares. Production of the crop has presented farmers with more investment opportunities to widen their farming business as part of the Tobacco Value Chain Transformation Plan.

  • Belgium Finds Violations in 80% of Shisha Bars

    Belgium Finds Violations in 80% of Shisha Bars

    Belgium’s  Ministry of Public Health announced yesterday that more than 80% of the nation’s shisha bars were found to have violations. Of the 131 shisha bars inspected, 106 violated the smoking ban regulation and 107 offered non-compliant tobacco products, according to L’Avenir.

    Smoking tobacco is allowed in shisha bars, but only outside or in designated smoking rooms with a smoke extraction system and restricted space, as mandated by the tobacco regulations. Non-compliant smoking rooms along with the sale of non-compliant tobacco products were reported to be the two main issues found, followed by improper tobacco labeling and illegal tobacco advertising.

  • Zimbabwe farmers nearing shisha tobacco target

    Zimbabwe farmers nearing shisha tobacco target

     Cavendish Lloyd Zimbabwe’s chief executive officer, Dr. Rebecca Manford, welcomed the government’s extension of the seedbed destruction date to January 15, saying it would allow more farmers to continue transplanting as the nation approaches its shisha tobacco target.

     “For the 2024-25 season, the target is 514 hectares, and so far, 450 have been planted, making the set goal achievable,” Manford said. “Cavendish Lloyd has contracted 149 growers to produce a target yield of 775,000 kilograms, and with the ongoing support to farmers, we are optimistic of achieving this goal while ensuring a high-quality crop.”

    Now in its third year in production in Zimbabwe, Manford said the nation could become a significant player in the global shisha tobacco market with the crop driving economic growth and farmer empowerment. For this to happen, the farmers need the government to continue with its incentives which include expanding irrigation infrastructure, helping secure new export markets, and investing in research to develop high-yielding varieties, as well as subsidized inputs, loans, or grants. Cavendish Lloyd is currently the only registered and licensed shisha merchant by the Tobacco Industry and Marketing Board (TIMB).

    Statistics from TIMB show commercial shisha production rose from 110 hectares in 2022-23 to 407 hectares in 2023-24, totaling nearly 400,000 kilograms worth US$1.3 million.

    Prolonged dry spells and insufficient irrigation facilities made farmers hesitant to jump into full-scale production, however, recent rains have made a positive impact on the crop. Cavendish Lloyd has begun an awareness campaign to attract more growers, that includes technical training and engagement with stakeholders to promote sustainable production solutions.

  • A Breath of Fresh AIR

    A Breath of Fresh AIR

    OOKA is the first heat-not-burn hookah device on the market. | Images: AIR Global

    AIR Global focuses on innovating the shisha and inhalation sphere, catering to growing markets and evolving needs.

    By Marissa Dean

    Paul Dawson

    Much like most of the tobacco industry, the shisha and hookah markets have been around for a long time. Unlike much of the industry, however, these markets have seen comparatively little innovation over the years. Advanced Inhalation Rituals (AIR) Global joined the fray with the goal of “revolutionizing the shisha experience by combining ancient social rituals with cutting-edge technology,” as AIR’s chief product officer, Paul Dawson, said.

    Shisha smoking is risky due to the use of chemical-laden charcoal and combustion. When asked why the company chose inhalation as its focus, Dawson said that they “saw an opportunity to innovate in a space that hadn’t evolved much over the centuries. By focusing on inhalation, we can deliver products that not only provide a better user experience but also reduce health risks and the environmental impact. There is a challenge within this industry sector to harness technology for better experiences and reduce the risk of inhalation rituals.”

    The OOKA device uses pods that contain an intelligent microchip rather than using loose shisha, making the setup much more user-friendly and convenient.

    A New Shisha Experience

    “We’re committed to offering reduced-risk, cleaner and more sustainable alternatives to traditional shisha,” Dawson said. The company’s OOKA product is the perfect example of this. OOKA is AIR’s pod-based heat-not-burn hookah device that heats shisha molasses rather than using charcoal to burn shisha as in traditional hookah smoking. According to the company, OOKA emits on average 94 percent lower levels of harmful chemicals—laboratory aerosol tests showed that carbon monoxide emissions were below the laboratory detection limit of 0.000097 mg per milliliter.

    OOKA uses specially made pods, which contain an intelligent microchip that automatically programs the device to heat to a specific temperature profile that is monitored 25 times per second, creating a consistent experience for users and preventing combustion. Dawson noted that OOKA is a game-changer for the hookah and shisha market. “It’s the world’s first charcoal-free, pod-based shisha device, and by eliminating charcoal, OOKA not only reduces harmful by-products like carbon monoxide but also makes the entire experience more convenient,” he said. “There’s no ash or mess, and the setup time is drastically reduced. This has transformed how people experience shisha, especially outside of traditional lounge settings, allowing them to enjoy it easily at home or even on vacation.”

    Traditional hookah devices require the user to pack what is called a bowl, which sits at the top of the device, with shisha tobacco. The tobacco is then heated using charcoal, creating smoke through the waterpipe as users inhale through an attached hose. Some hookahs include multiple hoses for multiple users at once while others only have one hose. Hookah smoking is usually a social experience shared with friends or family, whether in a lounge setting or elsewhere.

    When asked what inspired OOKA, Dawson noted that OOKA was born out of a desire to modernize the traditional shisha experience by using cutting-edge technology to create something cleaner, more efficient and more user-friendly. “We saw a gap in the market where people loved the social ritual of shisha but were looking for an alternative to the mess of charcoals and packing the bowl, as well as the time taken to prepare traditional shisha and the health concerns associated with charcoal heating,” he said. “So, we wanted to create something which eliminated charcoal, was quicker to set up and [was] mess-free which could revolutionize the shisha inhalation experience. Importantly, we must also recognize that whilst most people enjoy consuming shisha, very few enjoy setting it up and even fewer can recreate a decent shisha experience at home. We wanted to create a decent shisha experience that people could love and fit into their busy lives.”

    “There is a challenge within this industry sector to harness technology for better experiences and reduce the risk of inhalation rituals.”

    Expanding Innovative Inhalation

    While AIR offers other inhalation products as well, OOKA is “definitely [the company’s] most revolutionary and innovative product yet,” said Dawson. The shisha device seems to currently have much of the company’s focus as it moves to expand its markets. “That said, each of our products serves a specific market need, and we see strong demand across different regions,” Dawson said. “Traditional shisha products remain popular in regions like the Middle East, but we are seeing OOKA rapidly gaining traction everywhere—for instance, in Germany, OOKA saw off many competitors and was awarded the Best Hookah Award at the Shishamesse 2024 show earlier this year and already has many admirers in the U.S.”

    Hookah and shisha are traditionally more prevalent in the Middle East, but Dawson noted that there is demand for the products elsewhere. AIR has now opened offices in the U.S., among other countries, and factories in the United Arab Emirates as well as Poland, which focus on high-demand markets in the Middle East and Asia and markets in Europe, respectively, with further expansion forming part of the company’s goal. “Our presence in the U.S. has allowed us to tap into a growing interest in shisha among new demographics, but as with all new products, we started with a test market in California to understand our U.S. customers better,” Dawson said. “While the tradition originates in the Middle East, there’s also significant demand in Western markets, particularly as people look for new social experiences post-pandemic. With products like OOKA, we’ve been able to attract a wider audience, including more health-conscious consumers. The U.S. national launch of OOKA begins in October, and we’re excited to see how others in the U.S. respond to the latest innovation.”

    Recently, AIR opened a Research, Design and Development (RDD) Lab in Dubai, which focuses on “creating revolutionary inhalation products.” AIR’s future is in continuing to expand into new markets, launch innovative products, improve consumer experiences and further commitment to sustainability, health-conscious design and revolutionizing the inhalation space, according to Dawson. “RDD is one of the most exciting teams to be part of within AIR, and we’ve brought together a diverse mix of creative people from over 20 different nationalities to spearhead our innovation portfolio,” he said.

    OOKA is by no means the end of the line for AIR’s innovation, according to Dawson. “While I can’t share too much just yet, we have several exciting products in development that we expect to launch later this year and in 2025 and ambitious plans for the next five years,” he said. “These innovations will continue to push boundaries in terms of health-conscious design, convenience and sustainability.”

    Marissa Dean joined Tobacco Reporter in the summer of 2018 as a copy editor. Since that time, she has taken on additional responsibilities, including feature writing. Her skills span the publishing industry from layout and design to copy editing to content creation.
  • Air Global Launches R&D Facility in Dubai

    Air Global Launches R&D Facility in Dubai

    Photos: Air Global

    Advanced Inhalation Rituals (AIR Global) has launched a new research, design and development (RDD) lab in Dubai.

    Backed by an AED100 million ($27.23 million) investment, the facility will be used to develop and hire tech talent, drive innovation in the shisha industry and speed up the development of new products.

    The global hub will develop new inhalation products that build on the success of OOKA, a charcoal-free, pod-based shisha device, which, according to AIR Global, provides a cleaner alternative.

    OOKA currently delivers approximately 30 percent of AIR Global’s revenue in the United Arab Emirates region.

    The lab will boast newly designed laboratories and deliver purpose-built workshops; new products are in early phases of testing and intended for launch in 2025.

    “I have always drawn personal inspiration in my career from the power of technology—to create entirely new industries, disrupt existing sectors and develop products that no one else has thought of,” said AIR Global Chief Product Officer Paul Dawson.

    “And it’s this exact mindset and ethos that we will achieve through the RDD Lab. With an aspirational team from around the world and cutting-edge technology at our fingertips, we’ll be creating new prototypes and combining them with our existing range of products to fundamentally change how people experience shisha. It’s an exciting time to be part of such a talented team that will drive forward innovation.”

    The RDD Lab will employ 26 people and 19 different nationalities, with equal numbers of men and women in its workforce.

    “The business is embarking on the next phase in its growth journey at an incredibly exciting time, where consumers are showing appetite for more eco-conscious, reduced-risk shisha experiences. The RDD lab will not only create new products that put sustainability, science and technology at the forefront but enable us to break ground into new global regions,” said Chief Legal and Corporate Officer Ronan Barry.

    “The recent launch of OOKA in Germany, a significant shisha market, was a milestone moment for us as we aspire to bring new inhalation experiences to a European market. The launch of this lab gives us even more momentum to build on as we expand our product range and presence globally.”

  • Farmers Earn $1.3 Million From Shisha Leaf

    Farmers Earn $1.3 Million From Shisha Leaf

    Photo: Cavendish Lloyd

    Farmers in Zimbabwe have earned $1.3 million so far after selling 92 percent of the projected shisha crop size this marketing season, reports The Herald. The season is coming to a close with only one outstanding sale before the 2024 marketing season ends.

    Yield projections dropped from 800,000 kg to 500,000 kg due to the El Nino weather pattern, which caused drought and negatively affected the 2023/2024 agricultural season.

    Recent Tobacco Industry and Marketing Board statistics showed that growers sold 387,559 kg of shisha leaf valued at $1.27 million. The average price dropped from $3.44 per kilogram to $3.28 per kilogram. The highest price of the season was $5.70 per kilogram, and the lowest price of the season was $0.75 per kilogram. There has been an 8 percent rejection rate.

    “We are left with only one sale to clear all the produced shisha crop,” said Tinashe Mukadzambo, CEO of Cavendish Lloyd, the country’s sole shisha buyer.

    The 2024/2025 season is expected to be more lucrative due to forecast La Nina weather patterns. Cavendish Lloyd has begun contracting farmers. 

    “Growers should have enough arable land for crop rotations, preferably sand to sandy loam soils with priority given to those with a good source of water and can irrigate,” said Mukadzambo. “A risk assessment will be done to check on whether the grower has any outstanding loans from their previous tobacco seasons.”

    Shisha production increased 270 percent from 110 hectares during the 2022/2023 season to 407 hectares in the 2023/2024 season. Production is expected to increase to 500 hectares in the 2024/2025 season.