REJO Unveils New Brand Concept and European Market Expansion Strategy

MILAN--(BUSINESS WIRE)--Apr 5, 2025--

REJO, a global provider of heat-not-burn(HNB) solutions, proudly unveils its refreshed brand identity and strategic expansion into the European market, which is a meaningful milestone in its journey of growth and innovation. Known for crafting innovative and reliable products, REJO’s new visual identity reflects its progressive approach to advancing the industry.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250404882478/en/

Strategic Market Entry into Europe

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 with its diverse product range and market adaptability. Recognizing the rising demand for herbal alternatives, REJO is making thoughtful 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 flavor and consistency. This tailored approach positions REJO as a reliable provider of innovative alternatives in European HNB market.

A Fresh Look for a New Chapter

“Take a Break. Take REJO.”

With a renewed vision, REJO unveils a refreshed brand identity alongside a new slogan that underscores its commitment to offering innovative alternatives to traditional smoking. The brand now features a vibrant color palette, centered around a warm, inviting shade of green-symbolizing 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.

REJO aims to be a trusted companion during those brief five-minute pauses in life, offering a diverse range of alternatives that support the journey toward a mindful lifestyle. Through ongoing innovation, REJO is driving change and inspiring an elevated way of living for consumers around the world.

Commitment to Innovation

The TOZE brand name embodies REJO’s commitment to join a smoke-free future, symbolizing 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 fibers, nicotine, and precisely balanced flavors. After over 300 product trials, REJO has perfected a formula 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 flavor profile.

Strengthening Market Presence in Europe

REJO is strengthening its foothold in Europe, starting with the Czech Republic and Switzerland. Following a recently signed Memorandum of Understanding (MOU) 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.

Localized Growth and Consumer Engagement

REJO’s European expansion goes beyond product availability-it’s about building lasting connections with consumers. The company is actively recruiting industry professionals who embody its brand spirits:

“Stay Courageous, Be Undefined.”

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. By redefining the traditional five-minute break, REJO seeks to engage consumers through interactive experiences that go beyond product use, exploring new possibilities while meeting consumer needs.

Global Expansion and Continued Growth

While Europe remains a key focus, REJO continues to expand its global footprint, with products now available in nearly 10,000 retail outlets across Russia, the Middle East, and Southeast Asia. With a diversified product portfolio and the flexibility to adapt to various markets, REJO is poised for continued growth.

In Southeast Asia, REJO has rapidly expanded its presence, securing distribution in convenience stores and lifestyle locations. In Indonesia, the brand has established brand booths in cafés and dining bars, integrating e-commerce solutions for greater accessibility.

In the Middle East, REJO has solidified its presence through an exclusive partnership agreement at World Tobacco Dubai 2024 and a major distributor event in Dubai, engaging over 20 secondary distributors.

These efforts reflect REJO’s commitment to scalable, sustainable growth in key markets worldwide.

Pioneering the Future of Heat-Not-Burn Solutions

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.

“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 Li. “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.”

About REJO

REJO is a pioneering global provider in heat-not-burn solutions, crafting innovative and reliable products that redefine the smoking experience.

In partnership with REJO Friends, we are committed to delivering exceptional user experiences worldwide. Our diverse product portfolio champions healthier alternatives, setting a new standard for mindful consumption.

For more information about REJO and its products, visit www.rejonow.com.

Loic Li, Global Sales Director, Shares His Confidence in Expanding REJO’s Presence in the European Market

Crowds Gathering at the REJO Stand

WASHINGTON (AP) — Inflation likely remained elevated last month as the cost of electricity, groceries, and clothing may have jumped and continued to pressure consumers' wallets.

The Labor Department is expected to report that consumer prices rose 2.6% in December compared with a year earlier, according to economists' estimates compiled by data provider FactSet. The yearly rate would be down from 2.7% in November. Monthly prices, however, are expected to rise 0.3% in December, faster than is consistent with the Federal Reserve's 2% inflation goal.

The figures are harder to predict this month, however, because the six-week government shutdown last fall suspended the collection of price data used to compile the inflation rate. Some economists expect the December figures will show a bigger jump in inflation as the data collection process gets back to normal.

Core prices, which exclude the volatile food and energy categories, are also expected to rise 0.3% in December from the previous month, and 2.7% from a year earlier. The yearly core figure would be an increase from 2.6% in November.

In November, annual inflation fell from 3% in September to 2.7%, in part because of quirks in November's data. (The government never calculated a yearly figure for October). Most prices were collected in the second half of November, after the government reopened, when holiday discounts kicked in, which may have biased November inflation lower.

And since rental prices weren't fully collected in October, the agency that prepares the inflation reports used placeholder estimates that may have biased prices lower, economists said.

Inflation has come down significantly from the four-decade peak of 9.1% that it reached in June 2022, but it has been stubbornly close to 3% since late 2023. The cost of necessities such as groceries is about 25% higher than it was before the pandemic, and other necessities such as rent and clothing have also gotten more expensive, fueling dissatisfaction with the economy that both President Donald Trump and former President Joe Biden have sought to address, though with limited success.

The Federal Reserve has struggled to balance its goal of fighting inflation by keeping borrowing costs high, while also supporting hiring by cutting interest rates when unemployment worsens. As long as inflation remains above its target of 2%, the Fed will likely be reluctant to cut rates much more.

The Fed reduced its key rate by a quarter-point in December, but Chair Jerome Powell, at a press conference explaining its decision, said the Fed would probably hold off on further cuts to see how the economy evolves.

The 19 members of the Fed’s interest-rate setting committee have been sharply divided for months over whether to cut its rate further, or keep it at its curent level of about 3.6% to combat inflation.

Trump, meanwhile, has harshly criticized the Fed for not cutting its key short-term rate more sharply, a move he has said would reduce mortgage rates and the government's borrowing costs for its huge debt pile. Yet the Fed doesn't directly control mortgage rates, which are set by financial markets.

In a move that cast a shadow over the ability of the Fed to fight inflation in the future, the Department of Justice served the central bank last Friday with subpoenas related to Powell's congressional testimony in June about a $2.5 billion renovation of two Fed office buildings. Trump administration officials have suggested that Powell either lied about changes to the building or altered plans in ways that are inconsistent with those approved by planning commissions.

In a blunt response, Powell said Sunday those claims were “pretexts” for an effort by the White House to assert more control over the Fed.

“The threat of criminal charges is a consequence of the Federal Reserve setting interest rates based on our best assessment of what will serve the public, rather than following the preferences of the President,” Powell said. “This is about whether the Fed will be able to continue to set interest rates based on evidence and economic conditions—or whether instead monetary policy will be directed by political pressure or intimidation.”

FILE -American Giant clothing is displayed at the company's showroom in San Francisco, April 17, 2025. (AP Photo/Jeff Chiu, File)

FILE -A cashier rings up groceries in Dallas, Aug. 28, 2025. (AP Photo/LM Otero, File)