Neafs, a company based in Teó tea, has introduced a revolutionary heat-not-burn product in the UK and is conducting large-scale marketing activities to compete with tobacco rivals such as Philip Morris International (PMI) and Japan Tobacco International (JTI) with its smoke-free products.
The MHRA has approved a new heated tobacco company, NEAFS, for trade in the UK. Heated tobacco products use heating technology to activate leaf compounds in a "dry vape" form, mimicking the experience of traditional cigarettes. Due to the lack of physical burning of the leaves, the product is believed to carry significantly reduced health risks.
According to Neafs, their Teó device is "comparable to Iqos" but with the advantage of being tobacco-free. Teó comes in both nicotine and non-nicotine forms, and there are multiple nicotine strengths available to choose from.
The heat-not-burn devices have been welcomed by heavy smokers who have not found electronic cigarettes beneficial, especially in Japan.
Teó's uses refillable sticks containing "high-quality tea leaves", along with propylene glycol (PG) and vegetable glycerin (VG). The device gently heats the sticks to 350ºC, producing "ash-free, tar-free and smoke-free" vapor.
Neafs stated, "Using tea can provide a similar experience in our product while also reducing user risks and providing a refreshing experience.
Neafs offers a variety of Teó flavors including original, mojito, mint, strawberry, coffee, and blueberry.
The company stated that the Teó device can also accept heating sticks from competitors PMI and JTI.
Last week, Neafs launched a nationwide billboard campaign called "The Heat of the Moment". The company advertised for Teó on over 3,000 outdoor digital sites.
Advertising for tobacco products is prohibited, but heating non-burning devices are currently classified as electronic cigarette products, thus allowing advertising on buses, bus stops, and social media posts.
Teó, a product by Neafs, is currently priced at £29.99 on their website for a single device. A pack of 200 flavor pods costs £39.99 and a bundle of one device and 40 introduction pods is priced at £29.99. The six core flavors are priced at £3.99 for a pack of 20. These products are currently available at over 300 vape retailers, and the company is stated to be engaging with distributors for further sales.
Allan He of Neafs explained to Planet of the Vapes: "While it is undeniable that tobacco excels in providing nicotine and a smoking experience when burned, tobacco is meant to be burned, not heated, and does not react well to heating technology. On the other hand, tea has been heated for thousands of years (mostly in water) and has been beneficial and attractive to several generations. Tea is also very receptive to flavor infusion, allowing us to create and offer clean, specific, and diverse flavors.
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