REJO launches double‑heat technology to enable reusable heating sticks as part of its Europe rollout
Executive summary: REJO unveiled its double‑heat technology at InterTabac 2026, stating that the innovation extends the lifecycle of heating sticks so they can be reused. The move signals a push for more sustainable heated‑tobacco products and could influence competitors to adopt similar reuse approaches.
Who is involved: REJO (brand), the InterTabac 2026 trade fair, and European markets targeted for expansion.
Likely next: REJO will likely begin distributing the updated sticks in selected European countries and monitor any regulatory feedback on the new design.
REJO announced at InterTabac 2026 a new double‑heat system that prolongs the life of heating sticks so they can be reused, marking a step toward reducing waste in its heated‑tobacco product line. The launch accompanies the company’s broader expansion across European markets. No financial figures or regulatory details were disclosed in the release.
What's next — scenarios
Regulatory Pushback and Slow Adoption (45%)
REJO will face delayed market entry and increased compliance costs as European health authorities scrutinize the safety and chemical output of reused heating sticks.
- EU member state health ministries issue warnings or requests for toxicological data on reused sticks
- Retailers report slow initial consumer uptake due to hygiene or convenience concerns
Rapid Market Capture via ESG Positioning (35%)
REJO will gain a significant competitive advantage over traditional heated-tobacco brands by appealing to eco-conscious European consumers and preempting upcoming waste regulations.
- Major European retail chains announce nationwide listing agreements for REJO's new double-heat devices
- Competitors rush to announce competing reusable stick technology within 60 days
Technical Failure and Product Recall (20%)
REJO will suffer brand damage and financial losses if the double-heat hardware degrades prematurely or poses safety risks during multiple heating cycles.
- Consumer forums and early reviews report widespread device malfunctions or burnt taste during second uses
- REJO issues a silent firmware update or accessory recall within the first quarter
What to watch
- Announcements of national regulatory filings or safety assessments for REJO products in Germany, France, or Italy over the next 60 days
- Retail pricing and marketing strategies for the double-heat sticks compared to single-use legacy alternatives by end of Q2 2026
- Public responses or patent litigation filings from major competitors like Philip Morris International or British American Tobacco within 90 days
Timeline
- — REJO lance sa technologie de double chauffe dans le cadre de son expansion en Europe (PR Newswire)
- — REJO estrena la tecnología puff-twice en su expansión a Europa (PR Newswire)
- — REJO debuts puff-twice technology in expansion to Europe (PR Newswire)
Analysis — what this means
Historical parallels
- REJO debuted puff‑twice technology in Europe on 2026-09-16 (PR Newswire)
Key entities
Sources
- REJO lance sa technologie de double chauffe dans le cadre de son expansion en Europe — PR Newswire
- REJO debuts puff-twice technology in expansion to Europe — PR Newswire
- REJO estrena la tecnología puff-twice en su expansión a Europa — PR Newswire