Issue link: https://read.dmtmag.com/i/1544088
Tobacco Asia 49 Tradition still reigns Despite the rise of fusion flavors in countries like the UAE, El-Achmar nevertheless insisted that traditional mono-fruit and spice flavors remain central. "Traditional flavors are still by far the dominant products in the market. The MENA region has a culturally embedded shisha market that has always consisted of the traditional flavor profiles." Yes, fusion flavors may grow, but they are unlikely to surpass classics anytime soon. In- stead, El-Achmar insisted, the real innovation lies in refining existing flavors - enhancing longevity, balance, and smoothness. Hertz & Selck is acknowledging these trends, having leveraged its European expertise in fusion flavors to meet MENA's rising demand. Their latest creations include Berry Cream Fusion, blending blueberries, raspberries, and mulberries with creamy vanilla; and Citrus Cinnamon Fusion, combining lemon, lime, orange zest, and a cinna- mon aftertaste. These flavors were well received at the Dubai show, said El-Achmar, highlighting the company's ability to adapt innovation to local preferences. Yet El-Achmar also emphasized that flavor development is not just about novelty but about optimizing the smoking experience: "Flavor longevity as well as smoothness in taste are key factors that we have perfected over the last years." Commitment to MENA Hertz & Selck's dedication to the region is evident in its physical presence. In 2024, the company established its first subsidiary in Dubai, Hertz & Selck Middle East, followed by an office and labo- ratory in Dubai Science Park in 2025. This move underscores the firm's belief in MENA's long- term potential. "Yes, we are confident that MENA is going to become even more important to our company in the future. The region continues to demonstrate strong momentum in all sectors," said El-Achmar. But there also ought to be a solid customer base. So, beyond infrastructure, Hertz & Selck has invested in building close relationships with local B2B clients, tailoring its portfolio to eventually suit both traditionalists and more adventurous end consumers. The company sees its role not only as a supplier but also as a partner in shaping the future of shisha culture. By combining technical expertise with cultural sensitivity, Hertz & Selck positions itself as a bridge between global innova- tion and regional tradition. For Hertz & Selck, MENA is not just a mar- ket. It is a strategic hub where tradition and innova- tion converge, and where the company intends to remain a leading force in defining the next chapter of shisha flavor development. Bimar Project: Perfume-Inspired Shisha Flavors Refines tradition, Belarusian company Bimar Project seeks to revolutionize shisha flavoring altogether. Company founder Andrei Zavalei in- troduced perfume-inspired shisha flavors at last September's InterTabac, and then again at the Dubai exhibition in November. It's a concept he described to Tobacco Asia as "absolutely unheard of hitherto," adding, "If you, as a consumer, get tired of the omnipresent fruit or berry flavors, this product will definitely surprise you." Even more so, we suppose, in the Orient, a region that has always had a penchant for perfumes. However, rather than infusing tobacco with actual perfumes, Bimar Project recreates perfume notes in the lab, using food-grade compounds. The formulations avoid ethanol, which evaporates under heat, and instead rely on carriers like propylene glycol. Technical challenges As it turned out, replicating perfume aromas for shisha use posed significant hurdles. Musk, for ex- ample, which is a cornerstone of many fragrances, performed poorly when heated, producing heavy off-notes. Zavalei explained. "The main difficulty was either masking those undesirable tones or finding alternative molecules that could replicate Tarek El-Achmar, managing director and sales manager of Hertz & Selck Middle East. Credit: Hertz & Selck