The international tobacco industry gathered in Dortmund, Germany, from September 18-20 for InterTabac 2025, the sector’s premier annual event. Amid the buzz, innovative alternative tobacco company FAV Tech stole the show. Its hybrid electronic nicotine delivery system (ENDS), the FAV, won the prestigious “Best Alternative Product of 2025” award, marking a successful debut for the revolutionary device.

This milestone award for the Hong Kong-based startup positions it as a serious competitor to established heat-not-burn (HnB) products like Philip Morris International’s IQOS and British American Tobacco’s Glo. By combining a proprietary heating coil system with real tobacco leaf, FAV aims to deliver a more authentic sensory experience than traditional vapes or HnB devices.

Industry executives and analysts at InterTabac noted the award highlights FAV’s potential in the rapidly growing smoke-free market. Ciprian Boboi, founder and board member of the Independent European Vape Alliance (IEVA), praised the device as “the most innovative vaping technology right now.” He added, “As a veteran of this industry, I have seen countless products come and go, but I believe FAV is here to stay. For smokers looking to quit and switch to alternatives, FAV is exactly the solution they’ve been waiting for.”

Hybrid Design for Authentic Flavor

Unlike traditional e-cigarettes that only use e-liquid, the FAV device heats a small amount of real tobacco leaf alongside the vape juice. The patented “Real Tobacco Coil” technology, developed by FAV Tech, precisely controls the heating process. This preserves natural flavor compounds without reaching combustion, producing a flavorful aerosol containing both nicotine and genuine tobacco notes. The company claims this process significantly reduces the user’s intake of harmful chemicals.

FAV’s founder and CEO, James Xu, brings a wealth of experience to the table, having previously founded one of the largest e-cigarette retail chains in the United States and assisted in opening the first IQOS stores there. He says the FAV device was developed directly from smoker feedback. “I saw firsthand the difficulties adult smokers faced when trying to switch to e-cigarettes and heat-not-burn products,” Xu stated. “After years of research and direct consumer feedback, I believe FAV is the ideal solution—using next-generation technology to restore the authentic flavor adult smokers expect.”

Xu emphasizes that authentic flavor is the foundation of the design. “We start with the highest quality tobacco leaves,” he explained. “The amount of leaf used in each pod is minimal, allowing us to select only the best, ensuring exceptional flavor and aroma. Our tobacco undergoes a unique drying and blending process to retain its natural flavor and aromatic components, preserving the authentic taste of a traditional cigarette.”

Each rechargeable device uses a 2ml disposable pod containing PG, VG, liquid nicotine, and the Real Tobacco Coil. “When the e-liquid combines with the coil, FAV’s advanced heating system uses precise temperature control to release nicotine and flavor compounds, creating a flavorful aerosol without harmful byproducts, perfectly simulating the real smoking experience,” Xu explained.

Competing in the Heated Tobacco Market

FAV is entering a market segment long dominated by giants like PMI’s IQOS and BAT’s Glo. IQOS works by heating processed tobacco sticks to create a nicotine aerosol, but Xu believes the experience doesn’t fully replicate smoking. In an interview with Nicotine Insider, he noted, “When smokers first try to quit, they need a smooth transition. Flavor is a key factor, especially the unique taste of combustible tobacco.”

FAV’s hybrid design directly addresses this pain point. “Smokers don’t want a compromised solution,” Xu said. “They need immediate satisfaction that preserves their familiar experience but eliminates the ash, smoke, and odor. This is the market gap that FAV fills.”

Consumer testing has already validated FAV’s potential. Xu recalled, “During trials, participants often didn’t want to return the devices. This ‘problem’ was a very positive signal. This might just be the disruptive device that helps smokers transition to lower-risk products.”

Tobacco Reporter magazine featured an early version of the FAV product in 2023, calling it the “best of both worlds.” Xu believes FAV’s design breakthrough surpasses existing products. “For smokers to truly give up cigarettes, the alternative must be truly effective,” he said. “They need to get nicotine fast enough without unnecessarily high intake. That’s the balance FAV achieves—faster onset at a lower intensity. By filling this gap, it’s not just a business innovation, but a technological breakthrough with the potential for real impact.”

Future Prospects and Industry Impact

As the global nicotine market evolves, FAV’s award and positive reception at InterTabac 2025 have significantly boosted its visibility.

Analysts at Barclays estimate the oral nicotine market could exceed $100 billion by 2035, while HnB remains one of the fastest-growing next-gen categories. According to Grand View Research, the global heated tobacco market was valued at $49.14 billion in 2024 and is projected to reach $898.86 billion by 2030, with a compound annual growth rate (CAGR) of 63.2% from 2025 to 2030. Analysts suggest FAV can carve out its niche by attracting smokers dissatisfied with oral nicotine, traditional vapes, or current HnB offerings.

FAV Tech is now focused on navigating the regulatory landscapes in Europe and the United States, where hybrid products like FAV often face complex challenges. The company is leveraging its management’s credibility and the momentum from its Dortmund award to drive growth. Xu sees the award as validation that the market is ready for innovation based on smoker needs. “Our goal was never just to create another gadget,” he said. “It was to provide smokers with an alternative that truly competes with cigarettes—one that can stand side-by-side with them, but isn’t a cigarette. Winning this award shows we are on the right path.”

With the company now scaling production and building distribution channels, Xu remains confident. “I’ve watched this industry evolve for over 15 years,” he concluded. “If vaccines were the breakthrough of the 20th century, a truly effective smoke-free product could be the breakthrough of the 21st. And FAV is that breakthrough product.”