PREMIUM E-CIGARETTE BRAND LAUNCHES IN EGYPT

Press Release

• 25-12-2022

• RELX International is a premium brand committed to producing better alternatives to cigarettes
   
• Steeped in science and design, RELX’s technology- and innovation-driven e-cigarette products are solely designed for adult smokers who would otherwise continue to smoke

Press Release, Egypt, December  2022: RELX International, a premium and responsible brand at the forefront of the e-cigarette evolution is set to make its debut in Egypt in January 2023. 

Founded in 2018, the globally renowned e-cigarette brand is already available in the United Kingdom, Spain, Italy, Germany, France, Morocco, United Arab Emirates, Kingdom of Saudi Arabia, and Kuwait among others.

What sets RELX International apart from other e-cigarette brands is its innovation, design, and quality – all of which is underpinned with a strong ethical stance. 

Committed to a world without cigarettes, RELX International conducts its business with integrity, working with its partners to ensure its goods are strictly designed and marketed for adult smokers only. 

The brand’s cutting-edge line of products available in Egypt could not have come at a better time. Earlier this year, a decision was made by Egyptian authorities to allow the legal import and commercialisation of e-cigarette products in the country. The lifting of the ban highlights the Egyptian authorities’ progressive approach towards better alternatives to combustible cigarettes and has set the stage for the creation of a regulated market rich with business opportunities, through curbing the illegal trade in such products, while encouraging companies to invest in commercializing high-quality and compliant products that abide by relevant authorities’ stringent checklist for market entry.

The launch of RELX products means offering better alternatives from a reputed brand that are reliable, built to a high standard, offer a great customer experience as well as a variety of premium flavours to adult smokers in the country. 

RELX International products are designed at a cutting-edge research and development centre with extremely stringent inspection and rigorous quality control processes, including 195 quality checks, which go far and beyond EU standards. It truly understands the needs of its adult consumers, and the products are designed to provide them with exceptional alternatives of the highest quality and the most satisfying user experience possible.

Furthermore, the company strictly forbids recommending, marketing, or selling e-cigarettes to both non-smokers and underage consumers and has numerous initiatives in place to promote youth prevention agendas among stakeholders, commercial and business partners. This falls under RELX International’s pioneering ‘Guardian Program’, which is a company-wide initiative that stretches from product design all the way to sales and marketing. RELX International supports effective legislation and regulation to prevent the purchase and use of our products by minors.

Robert Naouss, External Affairs Director – MENA & Europe said: “As a globally-trusted brand, RELX International prides itself on technological innovation and corporate responsibility and is committed to reducing illicit cigarette consumption through educational programs and our pioneering ‘Guardian Shield’ initiative. Here, we look forward to working closely with Egyptian authorities to eradicate black-market and non-compliant products in favor of those that undergo stringent quality control and which are designed with only adult smokers and vapers in mind.  After thoughtful assessment of our product portfolio, we are excited to launch a series of premium, high-quality e-cigarette products to provide adult smokers in Egypt with a better alternative at last.”

Further statistics and worldwide data is pointing towards the potential of e-cigarettes in seeing around 1.6 million premature deaths avoided and 20.8 million quality adjusted years of life saved in the United States alone. [1]

Furthermore, in the U.S., the Food and Drug Administration (FDA) developed a pathway to properly regulate non-combustible forms of nicotine delivery like e-cigarettes, coupled with progressive stances and scientific claims by prominent health bodies such as the UK’s Public Health England that e-cigarettes are 95% less harmful to health than cigarettes. [2]

In the UK, the government is proactively seeking to support consumers in stopping smoking and adopting the use of less harmful nicotine products.

With wide product offerings based around a consumer centric design, plus a wide flavour pool for different regional preferences, based on market insights, RELX International will also be releasing new seasonal flavours developed on a regular basis.

There are a range of products available in Egypt from January 2023:

RELX Infinity

The brand's hero product, it comes with wireless charging and clicks into place with a built-in pogo pin all without wires. Its charging case slips easily into pockets (it is just 15mm in width) and delivers up to two to three full charges with its dual system in just 45 minutes time. With approximately 500 puffs per pod with 2ml e-liquid capacity, it is empowered by the proprietary Super Smooth™ System, with five performance indexes and two original technologies. 

Engineered to improve a variety of aspects of the vaping experience such as sufficient amounts of vapour, comfortable temperature, optimal mouthfeel and sensitive activation, it is also bolstered with metallic seals, maze-like leak traps, silicone layers and 11 structural layers in total to help prevent e-liquid leakages and condensation.

RELX Pixel

Featuring pure cobalt batteries that provide long-lasting battery life, the RELX Pixel is the ideal go-to disposable vape device. Its rigorous e-liquid and vapor component inspections and PTCG-approvals ensure an overall better vaping experience, while the award-winning, ultra-thin unibody makes it a comfortable and ergonomic product to hold.

WAKA Solo

Boasting superb ergonomics, sleek black and white aesthetics, and robust build quality, the

WAKA Solo disposable device features a 400mAh battery and 5.5ml of e-liquid capacity and offers legal age smokers long-lasting usage of over 1,800 puffs (varies depending on usage). The product also boasts CE-qualified 5-ply anti-leak protection and an integrated organic cotton coil, which combined with the device’s 9W power design, creates a unique flavour that sets it apart from competing products.

WAKA Mini

The Waka Mini is packed with 2ml of e-liquid providing up to 700 puffs per device. It boasts a superior organic cotton coil and a 9W high power, generating an extra rich, authentic taste and smoother throat feel.

RELX International’s devices will be available at selected retail outlets across Egypt, including the RELX Infinity device, RELX Pixel, RELX Pod Pro and WAKA Mini and WAKA Solo disposable devices. It will also come in classic and new rich authentic flavours, including Mixed Berries, Watermelon, Lush Tobacco, Black Currant and more.

Previous News