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tobaccoasia 35 • Double your resource value • Use 100% expanded fine- cut for MYO and RYO • Untouchable product quality • Impex – pressure/vacuum technology • DIET - Dry Ice Expansion Technology AircoDIET has supplied more than 55 DIET plants worldwide, many of which have been turn-key. We continuously develop and refine the DIET process and our DIET plants have above 95% uptime with a dry yield better than 98.5% through the plant. www.aircodiet.com Over 100% tobacco expansion expansion expansion expansion Based on the study results, the company subsequently introduced its first e-hookah models last November and has since greatly expanded the available model range. Be- sides models that superficially resemble traditional hookahs (although they are smaller and therefore more portable), Desonic has in the meantime also launched size-reduced, shorter, refillable models that rather look like over-sized regular e-cigarettes, as well as disposable e-hookahs. All available models are of course designed to emulate the smoking experience that can be had from an old-fashioned, "real" hookah/shisha. "I think the main draw [for consumers] is the fact that basically all our e-hookah models are portable. People can take them anywhere and enjoy a puff whenever they like," Zhang explained. Which product a consumer chooses depends on their personal pref- erences, of course. "One advantage is of course that compared to the smaller models each cartridge fill can last up to 1,200 puffs" Regular-sized refillable e-hookahs As mentioned, the larger models in Desonic's product range bear the closest resem- blance to a traditional shisha, although some may opine that they look rather like Ori- ental flutes. With their elegant matte finishes and decorative elements, they even may make for interesting conversation or display pieces. One advantage is of course that compared to the smaller models each cartridge fill can last up to 1,200 puffs. Machine- testing at Desonic's laboratory showed that even with puffs lasting five to six seconds each (much longer than a human smoker would draw), the average filling lasted for well over 500 draws. But since each of these models requires three cartridges, there is another great benefit for consumers who like to experiment with their flavors. Accord- ing to Zhang, "it is very easy to combine different flavors from our broad selection of around 200, so the customer can actually create their own preferred flavor mixture." As with all electronic smoking devices, there also is no wastage. "If you don't feel like smoking anymore, just put the hookah aside and commence at another time. There is no tobacco that can burn out in the meantime, so e-smoking also is a very cost- effective option for consumers who like to save money." Reduced-size refillable e-hookahs Working on the same principle as their regular-sized brethren, the most obvious advan- tage of these models is their even better storability and portability. "Consumers want a choice, and our smaller e-hookahs easily fit in a coat pocket or handbag," Zhang said, adding that despite their size they still deliver "the full shisha-smoking experience". However, they only can be filled with one cartridge and thus do not offer the option of mixing flavors. Disposable e-hookahs As the name implies, they can only be used once, are non-refillable, and are discarded after the fixed cartridge is exhausted. "But with their quite modest retail price they are an excellent option for consumers who only occasionally want to indulge in smoking a hookah," Zhang explained. Exciting customer demand Despite many governments around the world having imposed strict legislation against e-cigarettes, particular laws concerning e-hookahs don't seem to have been enacted just yet; or existing legislation is somewhat patchy at best. Desonic and other comparable manufacturers intend to take advantage of this situation and see it as a most welcome window to market their products. After all, customer response has been fantastic, sig- naling that e-hookahs might indeed be the next big thing to flood the electronic smok- ing products markets, particularly in the Middle East, the heartland of shisha culture. But the company is also eyeing Europe and North America, both of which not only boast considerable Muslim populations, but where smoking hookahs also has devel- oped into a fashionable trend. "For example, we held a presentation in Paris a while ago, and the feedback was absolutely mind-blowing," asserted Zhang.