German raw tobacco
The base leaf is sourced in Germany: a consistent, high-grade raw material that gives every flavour the same foundation.
Lezzet means taste
Flavoured hookah tobacco from German raw leaf and German flavourings, made in the UAE. Fifteen flavours, five pack sizes.
Trade enquiry
Two Apples
Classic.
One word. Understood from Istanbul to Dubai.
“Lezzet” means taste. The word is shared across Kurdish and Turkish and understood in parts of the Arabic-speaking world, the regions where hookah culture was born and where it is lived every day. It needs no translation on the shelf and no explanation in the lounge.
لذة
Fifteen flavoursTwo worlds
Nine classics every market asks for. Six signature mixes named for a place or a mood.
Lezzet Two Apples
The double-apple profile, with its characteristic anise depth.
Lezzet Mint
Straight green mint, and the base for every lounge mix.
The 250 g and 1 kg packs carry the name Speedy.
Lezzet Ice Mint
Mint with a pronounced cooling edge.
Lezzet Grape Mint
Sweet grape rounded off with cool mint.
Lezzet Lemon
Bright citrus with a sweet-sour balance.
Lezzet Gum
The sweet chewing-gum profile with a cool finish.
Lezzet Gum Mint
Gum with a stronger mint backbone.
Lezzet Cream Mint
Soft, creamy sweetness balanced with mint.
Lezzet Granada
Pomegranate: tart, juicy and deep red.
Lezzet Watermelon Sunset
Juicy watermelon with a cool, summery finish.
Lezzet Tropical
A sun-soaked blend of tropical fruit.
Lezzet Love Story
Sweet, soft and unashamedly romantic.
Lezzet Monte Carlo
Polished and elegant, inspired by Riviera nights.
Lezzet Habana
Vibrant and warm, with Caribbean energy.
Lezzet African
Bold, rich and warm.
Destinations in a bowl
Each signature mix is named for a place or a mood rather than a fruit list. The flavour is the story.
German leaf. German aroma.
100%
German raw tobacco and German flavourings in every flavour, blended and packed in the UAE.
The whole recipe.
German raw tobacco. German flavourings. Years of expertise. That is the whole recipe.
German flavourings
All aromas are developed and produced in Germany, to German quality standards.
Made in the UAE
Lezzet is blended and packed in the United Arab Emirates, with years of experience in outstanding tobacco.
Delivered worldwide
Launching in Europe, Africa and the Middle East, in five pack sizes from 50 g to 20 kg.
Premium quality, mid-market price.
Lezzet is not a budget brand and not a luxury niche. It sits in the centre of the market with a level of quality the centre has not seen before. We know that sounds unusual.
The horizontal axis is price position, running from Entry through Mid-market to Premium. The vertical axis is quality. One line shows the typical market, where price rises with quality. One point shows Lezzet in gold at mid-market, clearly above the line, with a bracket marking its quality above the curve.
Classic and mix, both done right.
Traditional profiles that satisfy the purist and signature mixes that excite the explorer, in one coherent range.
From shelf to warehouse
Five formats cover every point in the chain, with one consistent product inside. Channel fit is a recommendation. Pricing, carton quantities and MOQs are in the trade price list.
Retail pack
Retail counters and kiosks.
Retail and lounge pack
Specialist retail and small lounges.
Professional pack
Shisha lounges, cafés and HoReCa.
Volume pack
High-volume lounges and wholesale.
Bulk
Importers, distributors and bulk supply, in wholesale packaging.
All 15 flavours are available in every pack size.
One system, fifteen colours.
A finished packaging system with one visual language across every flavour and size. Shelf-ready from the first carton.
- Gold mark: always top-centre of the front face, never recoloured.
- Wordmark and tagline: white on colour, ink on light packs.
- Flavour name: bold capitals in a colour picked from the key visual.
- Gold diagonal: the signature split, solid colour left, key visual right.
- Key visual: hyper-real fruit or a destination scene that tells the flavour story without words.
- Weight badge: black rounded badge, gold type, bottom right.
Launching wherehookah lives.
HQ, DubaiEuropeNigeriaSouth AfricaIndia
By the end of 2027.
Marked in gold: all of Europe. Middle East: Iran, Iraq, Jordan and Syria. South Asia: India. Africa: Libya, Nigeria, Sierra Leone, South Sudan, Uganda, Kenya, Tanzania and South Africa.
Three brand languages.
Brand communication in English, Arabic and French covers every one of them.
Later phases.
Further markets follow.
Bring Lezzet to your market.
Lezzet is released now and is looking for importers, distributors and wholesalers in Europe, Africa and the Middle East. One partner from leaf to delivery.
- Complete range
- 15 flavours across classics and signature mixes, all in five pack sizes.
- Shelf-ready design
- One packaging system across every flavour and size.
- Trade support
- Brand assets, product imagery and communication in English, Arabic and French.
- Brand owner direct
- Supplied by TBG Tobacco Trading LLC in Dubai, the owner of the Lezzet brand.
TBG Tobacco Trading LLC
DubaiUnited Arab Emirates