By Timothy S. Donahue

Top Takeaways:

• Category jump: Al Fakher is entering the nicotine pouch market, expanding beyond shisha.
• Flavor play: The launch leans on signature hookah flavors, targeting crossover consumers.
• Market timing: Entry comes as the modern oral category surges globally and in the U.S.

From hookah bowls to nicotine pouches—Al Fakher is following the market where it’s going. The world’s biggest hookah brand is officially moving into the modern oral category with the launch of Al Fakher Nicotine Pouches, marking a big step beyond its traditional shisha roots.

The new product line premiered this week at the Total Products Expo 2026 in Las Vegas, with a wider market rollout expected in April. “Al Fakher grew from heritage, mastering taste and turning it into culture. Today, the spirit continues in a new form with the launch of Al Fakher Nicotine Pouches,” said marketing director Ashley Bock. “From legendary shisha blends to a new nicotine category… this is where the industry comes together to see what’s next.”

The move positions Al Fakher directly in one of the fastest-expanding segments of nicotine. Modern oral products—especially nicotine pouches—have grown quickly over the past few years, fueled by demand for smoke-free, discreet options. This category has experienced strong global growth and now makes up a multibillion-dollar market in the U.S., with user numbers still on the rise.

Al Fakher is betting that its competitive advantage lies in flavor—and brand loyalty. The initial lineup features four flavors—Frosty Apple, Spearmint, Mango, and Wintergreen—each available in 4 mg and 8 mg strengths, with Frosty Apple serving as a nod to its flagship “Two Apples” hookah blend.

The company states that the launch also aims to reach an underserved demographic. Despite the size of the pouch category, Al Fakher claims that no major brand has directly targeted consumers rooted in hookah culture, especially in Middle Eastern and international markets where the brand already has strong recognition.

That positioning could give Al Fakher a unique entry point in a crowded market dominated by established brands like ZYN, VELO, On!, and ALP.

The launch also reflects a wider industry trend: legacy brands in related categories—whether cigarettes, smokeless tobacco, or hookah—are increasingly shifting into nicotine pouches as their next growth driver.

For Al Fakher, it’s a calculated extension of its identity.