REJO launches puff‑twice reusable heating‑stick technology in Europe
Executive summary: REJO debuted puff‑twice technology at InterTabac 2026, a heating‑stick solution designed for reuse that extends product lifecycle. The technology could cut waste and lower per‑use costs in the heated‑tobacco segment, potentially reshaping consumer expectations and competitive dynamics in Europe.
Who is involved: REJO, the InterTabac 2026 trade fair, and European markets where the rollout is planned.
Likely next: REJO will expand distribution of puff‑twice sticks across selected European countries and seek any required regulatory clearances for reusable heated‑tobacco products.
REJO unveiled its puff‑twice technology at the InterTabac 2026 trade fair, stating that the innovation extends the usable life of heating sticks by allowing them to be reused. The announcement is part of the company’s broader rollout across European markets and signals a push toward next‑generation heated‑tobacco products. No financial terms or regulatory details were disclosed in the release.
What's next — scenarios
Base: gradual rollout with modest uptake (55%)
REJO achieves limited adoption in a few European markets, generating modest revenue uplift and minor waste‑reduction impact.
- Positive retailer feedback Q4 2026
- Regulatory clearance obtained by early 2027
- Consumer trial participation >5 % of target group
Upside: rapid Europe‑wide adoption (30%)
Puff‑twice sticks capture >15 % of REJO’s heated‑tobacco sales in Europe within 12 months, driving notable cost savings for users and competitive pressure on rivals.
- Strong launch results at InterTabac 2026
- Partnership agreements with ≥3 major distributors by Q1 2027
- Independent study shows 30 % waste reduction
Downside: regulatory or consumer resistance (15%)
Adoption stalls due to health‑concern queries or lack of reusable‑stick infrastructure, resulting in minimal sales impact and possible write‑off of R&D spend.
- EU tobacco‑product directive amendment restricting reuse (mid‑2027)
- Consumer survey shows <2 % interest in reusable sticks
- Supply‑chain challenges delay launch beyond Q2 2027
What to watch
- EU Tobacco Products Directive revision timeline (expected mid‑2027)
- REJO quarterly sales reports for heated‑tobacco segment (starting Q4 2026)
- Independent studies on reusable heating‑stick safety and waste metrics (anticipated early 2027)
Timeline
- — REJO debuts puff-twice technology in expansion to Europe (PR Newswire)
Analysis — what this means
Sectors affected
- heated tobacco sticks
Key entities
Sources
- REJO debuts puff-twice technology in expansion to Europe — PR Newswire