MILAN--(BUSINESS WIRE)--Apr 5, 2025--
REJO, a global provider of heat-not-burn(HNB) solutions, proudly unveils its refreshed brand identity and strategic expansion into the European market, which is a meaningful milestone in its journey of growth and innovation. Known for crafting innovative and reliable products, REJO’s new visual identity reflects its progressive approach to advancing the industry.
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Strategic Market Entry into Europe
Building on its steady progress in Southeast Asia and the Middle East, REJO is now poised to tackle the challenges of the European market with a focus on Switzerland and the Czech Republic with its diverse product range and market adaptability. Recognizing the rising demand for herbal alternatives, REJO is making thoughtful investments in heat-not-burn products, including TOZE herbal sticks, inspired by East Asia’s rich tradition of tea-based cigarettes.
Designed to deliver a refined user experience, TOZE herbal sticks pair seamlessly with REJO HS40, the company’s signature heating device, ensuring optimal flavor and consistency. This tailored approach positions REJO as a reliable provider of innovative alternatives in European HNB market.
A Fresh Look for a New Chapter
“Take a Break. Take REJO.”
With a renewed vision, REJO unveils a refreshed brand identity alongside a new slogan that underscores its commitment to offering innovative alternatives to traditional smoking. The brand now features a vibrant color palette, centered around a warm, inviting shade of green-symbolizing comfort, relaxation and a natural connection to the essence of the product.
The redesigned brand icon, featuring an extended “O” with a petal-like shape, highlights REJO’s advanced heating technology and reflects the brand’s commitment to innovation. This change aligns with REJO’s mission to empower individuals with mindful alternatives that redefine the smoking experience, while embracing the smoke-free future alongside its global partners.
REJO aims to be a trusted companion during those brief five-minute pauses in life, offering a diverse range of alternatives that support the journey toward a mindful lifestyle. Through ongoing innovation, REJO is driving change and inspiring an elevated way of living for consumers around the world.
Commitment to Innovation
The TOZE brand name embodies REJO’s commitment to join a smoke-free future, symbolizing the combination of “TO-bacco ZE-ro”.
Leveraging the well-established expertise in tea-based cigarettes from East Asia, REJO has innovated a unique herbal stick formulation that combines natural tea fibers, nicotine, and precisely balanced flavors. After over 300 product trials, REJO has perfected a formula that enhances aroma absorption while delivering a rich, full-bodied experience with every use.
Paired with the REJO HS40 heating device-boasting an impressive 40-stick capacity per charge-this combination delivers a smoother, more consistent flavor profile.
Strengthening Market Presence in Europe
REJO is strengthening its foothold in Europe, starting with the Czech Republic and Switzerland. Following a recently signed Memorandum of Understanding (MOU) with a Czech distributor, REJO is poised to further expand TOZE’s footprint across the region. This initiative is part of a broader market strategy to establish a strong European presence.
Early market feedback from France, particularly among traditional tobacco retailers, has underscored the growing demand for TOZE products. Praised for their consistent aroma and reduced smoke odor, TOZE herbal sticks are well-positioned to meet the rising market demand for flavored alternatives.
Localized Growth and Consumer Engagement
REJO’s European expansion goes beyond product availability-it’s about building lasting connections with consumers. The company is actively recruiting industry professionals who embody its brand spirits:
“Stay Courageous, Be Undefined.”
To ensure a seamless market entry, REJO has secured key regulatory approvals, including: Tobacco Products Directive (TPD) registration, Poison Centre Notification (PCN) compliance, and Track-and-Trace registration.
Additionally, REJO is launching the REJO Club Fans Community, blending online interactions with offline events to create meaningful brand experiences and foster deeper connections with local users. By redefining the traditional five-minute break, REJO seeks to engage consumers through interactive experiences that go beyond product use, exploring new possibilities while meeting consumer needs.
Global Expansion and Continued Growth
While Europe remains a key focus, REJO continues to expand its global footprint, with products now available in nearly 10,000 retail outlets across Russia, the Middle East, and Southeast Asia. With a diversified product portfolio and the flexibility to adapt to various markets, REJO is poised for continued growth.
In Southeast Asia, REJO has rapidly expanded its presence, securing distribution in convenience stores and lifestyle locations. In Indonesia, the brand has established brand booths in cafés and dining bars, integrating e-commerce solutions for greater accessibility.
In the Middle East, REJO has solidified its presence through an exclusive partnership agreement at World Tobacco Dubai 2024 and a major distributor event in Dubai, engaging over 20 secondary distributors.
These efforts reflect REJO’s commitment to scalable, sustainable growth in key markets worldwide.
Pioneering the Future of Heat-Not-Burn Solutions
As REJO continues its global expansion, the company remains committed to its mission of redefining the smoking experience through innovation, reliability, and sustainability. With a strong foundation in place and ambitious plans for growth in Europe and beyond, REJO is committed to delivering reliable alternatives that empower consumers to make informed choices about their smoking experience.
“We remain flexibility in adapting to the changing market. By integrating market insights with technological advancements, we are confident that our European expansion will strengthen our position within the HNB industry,” said Li. “We believe in the potential of this market and are dedicated to creating reliable, accessible alternatives that cater to the evolving needs of global consumers.”
About REJO
REJO is a pioneering global provider in heat-not-burn solutions, crafting innovative and reliable products that redefine the smoking experience.
In partnership with REJO Friends, we are committed to delivering exceptional user experiences worldwide. Our diverse product portfolio champions healthier alternatives, setting a new standard for mindful consumption.
For more information about REJO and its products, visit www.rejonow.com.
Loic Li, Global Sales Director, Shares His Confidence in Expanding REJO’s Presence in the European Market
Crowds Gathering at the REJO Stand
WASHINGTON (AP) — House Republicans narrowly approved their budget framework on Thursday, a political turnaround after Speaker Mike Johnson worked into the night to satisfy GOP holdouts who had refused to advance trillions of dollars in tax breaks without deeper spending cuts.
Johnson stood with Senate Majority Leader John Thune early in the morning at the Capitol and said President Donald Trump's “big, beautiful bill,” which seeks as much as $1.5 trillion in cuts to federal programs and services, was on track. The speaker had abruptly halted voting Wednesday night.
“I believe we have the votes,” said Johnson, R-La. “We’ll take the next big step.”
Thune, R-S.D., also tried to assure House conservatives that many GOP senators are aligned with their pursuit of spending reductions.
“We certainly are going to do everything we can,” Thune said.
The 216-214 vote pushed the budget plan forward, one more milestone for Johnson, who could only lose a few detractors from his slim Republican majority. A failed vote, particularly as the economy was convulsing over Trump’s trade wars, would have been a major setback for the party's agenda in Washington.
Trump, at a black-tie fundraising dinner this week, had admonished Republicans to "stop grandstanding” on the budget.
By Thursday morning, Trump had shifted his tone, posting on social media that it's “coming along really well."
“Biggest Tax Cuts in USA History!!! Getting close,” Trump said.
The House action was a crucial next step in a lengthy process to unlock the centerpiece to the president's domestic agenda of tax cuts, mass deportations and a smaller federal government. There are weeks, if not months, ahead, on a final product, with more votes in Congress. Democrats, in the minority, lack the votes to stop the package, but they have warned against it.
But by Wednesday afternoon, the outcome was in flux. At least a dozen conservative Republicans, if not more, were firmly against the plan. Several of them, including members of the ultraconservative Freedom Caucus, made the unusual move of walking across the Capitol to meet privately with Senate GOP leaders to insist on deeper cuts.
As night fell, Johnson pulled a group of Republicans into a private meeting room as House proceedings came to a standstill. They stayed into the night hashing out alternatives, and were back at it in the morning.
Johnson said he spoke with Trump for about five minutes while the GOP meeting was taking place. The speaker said they were trying to figure out the minimal number of cuts and savings “that will satisfy everyone.”
“The president is very anxious for us to get this done,” Johnson said.
But House GOP conservatives, including several of those who met with Trump this week, were concerned that the Senate GOP's blueprint, approved last weekend, did not cut spending to the level they believe necessary to help prevent soaring deficits.
“The Math Does Not Add Up,” Rep. Chip Roy, R-Texas, posted earlier on social media.
Rep. Andy Harris, R-Md., the caucus chair, led others to met with the senators.
“All we can do is make sure that they understand where we’re coming from and how close we want to work with them to get to the final product,” Thune said afterward.
But he panned the idea of the House sending back an amended version, which would require another potential all-night voting session like the one senators endured last weekend. “We can’t do that,” Thune said.
The House and Senate are at the beginning phase of a process that will take weeks, if not months, as they turn their budget resolutions into legislative text — a final product with more votes ahead later this spring or summer.
House Democratic leader Hakeem Jeffries of New York said the budget plan is reckless and callous, proposing cuts to give tax breaks to the wealthy.
“We’re here to make it clear,” Jeffries said. “Hands off everyday Americans struggling to make ends meet.”
Central to the budget framework is the Republican effort to preserve the tax breaks approved in 2017, during Trump's first term, while potentially adding the new ones he promised during his 2024 campaign. That includes no taxes on tipped wages, Social Security income and others, ballooning the price tag to some $7 trillion over the decade.
The package also allows for budget increases with some $175 billion to pay for Trump's deportation operation and as much for the Defense Department to bolster military spending.
It would be partly paid for with deep cuts to domestic programs, including health care, as part of the $2 trillion in reductions outlined in the House version. Several Republican senators have signaled they are not willing to go that far.
To clip costs, the Senate is using an unusual accounting method that does not count the costs of preserving the 2017 tax cuts, some $4.5 trillion, as new spending, another factor that is enraging the House conservatives.
Two Republican senators voted “no” last weekend. Maine Sen. Susan Collins objected to Medicaid cuts in the House's framework, while Kentucky Sen. Rand Paul argued the whole package relied on “fishy” math that would add to the debt.
The plan would also raise the nation's debt limit to allow more borrowing to pay the bills. Trump had wanted lawmakers to take the politically difficult issue off the table. With debt now at $36 trillion, the Treasury Department has said it will run out of funds by August.
But the House and Senate need to resolve their differences on the debt limit, as well. The House GOP increases the debt limit by $4 trillion, but the Senate lifted it to $5 trillion so Congress would not have to revisit the issue again until after the midterm elections in November 2026.
With Trump's trade wars hovering over the debate, House Republicans tucked a provision into a procedural vote that would prevent House action — as the Senate has taken — to disapprove of Trump’s tariffs.
Associated Press writers Mary Clare Jalonick, Stephen Groves, Leah Askarinam and Matt Brown contributed to this report.
Rep. Chip Roy, R-Texas, right, and Rep. Scott Perry, R-Pa., members of the conservative House Freedom Caucus, meet outside of the closed-door House Republican Conference as Speaker of the House Mike Johnson, R-La., talks to fellow Republicans to push for a House-Senate compromise budget resolution to advance President Donald Trump's agenda, at the Capitol in Washington, Tuesday, April 8, 2025. (AP Photo/J. Scott Applewhite)
Rep. Jim McGovern, D-Mass., the ranking member of the House Rules Committee, challenges Budget Committee Chairman Jodey Arrington, R-Texas, as President Donald Trump's top domestic priorities on spending reductions and tax breaks are prepared for a floor vote, at the Capitol in Washington, Wednesday, April 9, 2025. (AP Photo/J. Scott Applewhite)
House Budget Committee Chairman Jodey Arrington, R-Texas, joined at right by Rep. Brendan Boyle, D-Pa., the ranking member, defends the Republican plan to advance President Donald Trump's top domestic priorities on spending reductions and tax breaks as the House Rules Committee prepares the measure for a floor vote, at the Capitol in Washington, Wednesday, April 9, 2025. (AP Photo/J. Scott Applewhite)
Speaker of the House Mike Johnson, R-La., leaves the chamber after an essential procedural vote passed in the House to advance President Donald Trump's top domestic priorities on spending reductions and tax breaks, at the Capitol in Washington, Wednesday, April 9, 2025. (AP Photo/J. Scott Applewhite)
Rep. Chip Roy, R-Texas, a member of the conservative House Freedom Caucus, listens as the Republican plan to advance President Donald Trump's top domestic priorities on spending reductions and tax breaks is prepared in the House Rules Committee for a floor vote, at the Capitol in Washington, Wednesday, April 9, 2025. The deficit hawk has blasted the GOP plan drawing the ire of both Trump and House Speaker Mike Johnson. (AP Photo/J. Scott Applewhite)
Speaker of the House Mike Johnson, R-La., talks to reporters about his push for a House-Senate compromise budget resolution to advance President Donald Trump's agenda, even with opposition from hard-line conservative Republicans, at the Capitol in Washington, Tuesday, April 8, 2025. (AP Photo/J. Scott Applewhite)
