Heat-not-burn brand Rejo unveils new brand concept and European expansion

Rejo, a global provider of heat-not-burn(HNB) solutions, has unveiled its refreshed brand identity and strategic expansion into the European market.

Known for crafting innovative and reliable products, Rejo’s new visual identity reflects its progressive approach to advancing the industry.

Building on its steady progress in Southeast Asia and the Middle East, Rejo is now poised to tackle the challenges of the European market with a focus on Switzerland and the Czech Republic.

Recognising the rising demand for herbal alternatives, Rejo is making investments in heat-not-burn products, including TOZE herbal sticks, inspired by East Asia’s rich tradition of tea-based cigarettes.

Designed to deliver a refined user experience, TOZE herbal sticks pair seamlessly with Rejo HS40, the company’s signature heating device, ensuring optimal flavour and consistency. Rejo said this tailored approach positions it as a reliable provider of innovative alternatives in European HNB market.

Rejo unveiled the refreshed brand identity alongside a new slogan – ‘Take a Break. Take Rejo.’ The brand now features a vibrant colour palette, centred around a warm, inviting shade of green – symbolising comfort, relaxation and a natural connection to the essence of the product.

The redesigned brand icon, featuring an extended “O” with a petal-like shape, highlights Rejo’s advanced heating technology and reflects the brand’s commitment to innovation. This change aligns with Rejo’s mission to empower individuals with mindful alternatives that redefine the smoking experience, while embracing the smoke-free future alongside its global partners.

The TOZE brand name embodies Rejo’s commitment to join a smoke-free future, symbolising the combination of “TO-bacco ZE-ro”.

Leveraging the well-established expertise in tea-based cigarettes from East Asia, Rejo has innovated a unique herbal stick formulation that combines natural tea fibres, nicotine, and precisely balanced flavours. Rejo said it has perfected a formula, after over 300 product trials, that enhances aroma absorption while delivering a rich, full-bodied experience with every use.

Paired with the Rejo HS40 heating device-boasting an impressive 40-stick capacity per charge-this combination delivers a smoother, more consistent flavour profile.

Rejo will be strengthening its foothold in Europe, starting with the Czech Republic and Switzerland. Following a recently signed memorandum of understanding with a Czech distributor, Rejo is poised to further expand TOZE’s footprint across the region. This initiative is part of a broader market strategy to establish a strong European presence.

Early market feedback from France, particularly among traditional tobacco retailers, has underscored the growing demand for TOZE products. Praised for their consistent aroma and reduced smoke odor, TOZE herbal sticks are well-positioned to meet the rising market demand for flavored alternatives.

To ensure a seamless market entry, Rejo has secured key regulatory approvals, including: Tobacco Products Directive (TPD) registration, Poison Centre Notification (PCN) compliance, and Track-and-Trace registration.

Additionally, Rejo is launching the Rejo Club Fans Community, blending online interactions with offline events to create meaningful brand experiences and foster deeper connections with local users.

“We remain flexibility in adapting to the changing market. By integrating market insights with technological advancements, we are confident that our European expansion will strengthen our position within the HNB industry,” said Loic Li, Global Sales Director. “We believe in the potential of this market and are dedicated to creating reliable, accessible alternatives that cater to the evolving needs of global consumers.”