Advanced Inhalation Rituals (AIR) Global, the parent company of popular shisha brand Al Fakher, has set its sights on cruise market listings for Ooka, an innovative portable shisha device designed in the UAE.
Backed by four years of research and, according to AIR, over US$50 million in development, Ooka offers a charcoal-free shisha experience using pods and heating technology.
Each pod offers about 70 minutes of shisha and, when fully charged, the easy-to-set-up device lasts up to three hours.
The Ooka pods are available under three brands: Al Fakher, Shisha Kartel, “an edgy upstart of the industry”, and Zodiac, a non-tobacco, tea-based shisha.
The Al Fakher line-up includes Two Apples, “the king of kings and a true classic” which delivers an apple flavour with undertones of anise/black liquorice. Grape with Mint; Lemon with Mint; Blueberry; Gum with Mint; and Magic Love, which offers a mix of passion fruit, melon and mint, are also available.
Shisha Kartell offers Macho Maniac, a blend of mango and passionfruit and Silly Scientist with icy pear and lemon. Zodiac flavours include Aurora, a blend of cherry, elderberry, lime and guava with ice; and Perseus, a mix of lemon, black grape, elderberry and mint.
Each Ooka pod incorporates a microchip that programmes the device to heat up to a specific temperature. This ensures the pods deliver optimal flavours and sensations so users can enjoy a shisha experience without taste interference from charcoal smoke.
According to AIR, the removal of charcoal from the shisha experience eliminates many of the toxicants from the cloud and surrounding atmosphere, making Ooka the “cleanest, safest, and most environmentally friendly way to enjoy shisha”.
AIR CEO Reinhard Mieck said: “Shisha is and will always be about sharing moments with people around you. By keeping this at the heart of Ooka, and through a range of flavours that is consistent and made from high-quality molasses, we are elevating experiences though an innovative device that is truly portable, safe and clean.”
He said Ooka offered “a new dimension in relaxation and enjoyment”.
AIR Regional Director APAC & Global Head of Travel Retail Ziad Jabre added: “We believe that Ooka, with its charcoal free, pod-based technology, now allows cruise lines to offer their passengers the ability to enjoy a shisha onboard in a fully safe and secure way.
“This also opens an untapped revenue source (shisha service) to the cruise line industry which does not cannibalise any existing revenue stream. We have a vision where passengers will be able to enjoy a shisha session onboard their favourite cruise holiday.
“We are actively in talks with cruiselines and operators,” Jabre added. 
