Tea Leaf Heat-Not-Burn

Neafs has launched a revolutionary tea leaf-based heat-not-burn product to the United Kingdom and is carrying out a huge marketing push

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Neafs has launched a revolutionary Teó tea leaf-based heat-not-burn product to the United Kingdom and is carrying out a huge marketing push to help its tobacco-free kit compete with tobacco-based rivals from Philip Morris International (PMI) and Japan Tobacco International (JTI).

The MHRA has approved the trade of the new heated cigarette company, NEAFS, in the UK. HEATED Tobacco products use heating technology to activate a leaf compound in the form of a ‘dry vape’, that emulates a traditional cigarette experience. Because there is not physical burn of the leaf, the products are regarded to have significantly reduced health risk.

Neafs says its Teó device is “comparable to Iqos” but offer the benefit of being tobacco-free. Teó is available in nicotine and non-nicotine forms, with a range of nicotine strengths to choose from.

Heat-not-burn devices have become popular with heavy smokers who failed to find vaping rewarding, especially smokers in Japan.

Teó’s works with refillable sticks that contain “high-quality tea leaves”. The sticks also include propylene glycol (PG) and vegetable glycerin (VG). The device heats the stick gently to 350ºC, producing “no ash, no tar, and no smoke”.

Neafs says: “Using tea leaves allows our product to provide a comparable experience, while lowering the risk for users, and providing a more refreshing experience.”

Neafs’ Teó sticks are available in Original, Mojito, Menthol, Strawberry, Coffee and Blueberry flavours.

The company says that the Teó device can also accept heat sticks from PMI and JTI’s rival devices.

Last week, Neafs launched a national billboard campaign called ‘The Heat of the Moment’. The company is advertising Teó on over 3,000 outdoor digital sites.

Advertising tobacco products is banned but heat-not-burn devices are currently classified as vape products therefore advertising is also allowed on buses, bus stops and social media posts.

Neafs’ Teó is currently retailing on its website for £29.99 for the device, £39.99 for 200 flavoured sticks, or an introductory bundle of a device plus 40 sticks at £29.99. The individual 6 core flavours are priced at £3.99 per pack of 20. The products are currently available in over 300 vape outlets and the company says it is working on deals with distributors.

Neafs’ Allan He told Planet of the Vapes: “While tobacco is uncontested in its excellence at delivering nicotine and a smoking experience when combusted, tobacco is meant to be burned, not heated, and does not respond well to heating technologies. Tea leaves on the other hand, has been heated for thousands of years (in water mostly) with benefits and appeal to generations of users. Tea leaves are also remarkably receptive to flavour infusion, which allows us to create and offer clean, specific and wide-ranging flavours.”


Dave Cross avatar

Dave Cross

Journalist at POTV
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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous vape companies to develop content for their websites.

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