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PRODUCT SPOTLIGHT
M
eet Misha, the company that makes single-use shisha cups that fit any
standard water pipe—the Keurig of the hookah business. “Using a
normal shisha cup takes between five and ten minutes; this takes one,”
explains Robert Peirson, manager of Misha USA.
To use a Misha cup, you simply give it a shake, pull the tab that peels the seal
off, and fit it onto your water pipe. “Capsules inside the container keep the shisha
inside at optimum temperatures that heat and don’t burn,” notes a spokesperson,
who says the resulting taste is smoother and lasts longer than that of other shisha
products.
While Misha cups are now being marketed to consumers, the concept came
about as a hassle- and mess-free product geared toward owners of hookah lounges
and other establishments. Founder Michael Portz, who came up with the idea,
began marketing it in the U.S. in early 2016.
“Lots of bar and lounge owners, as well as c-stores, had issues with the mess and
said they would never use it,” explains Peirson, who adds that the cups are much
hardier than the bowls typically used for the same purpose. “Ceramic bowls will
shatter. You can drop these on the floor and they won’t break.”
Those same features also make the product appealing to consumers, he adds.
“Consumers can use this at home when they don’t want to spend 10 minutes
making their own bowl. It’s perfect for when you have friends over and you don’t
want to be in your kitchen making a bowl.”
Misha cups currently come in three flavors: Pure (tobacco and fruit), Mint (to-
bacco and mint) and Zero (a nicotine-free fruit blend). The company hopes to
introduce more flavors as distribution grows.
TBI
Misha:
Making Shisha Simple
These single-use gourmet shisha cups are a convenient solution
for fans of the water pipe.
MAY/JUNE 2016
What’s in a Misha Cup?
1.
THE CAPSULE
Made from strong aluminum that
heats and doesn’t burn, the aluminum
capsule ensures smoother flavors
while reducing health impact.
2.
THE CONE
A multi-layer insulating paper cone
protects users’ hands from the heat.
3.
THE RING
The flexible gasket fits with all modern
water pipes. An adaptor is available for
traditional Syrian-style water pipes.
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TOBACCO BUSINESS INTERNATIONAL
SEPTEMBER/OCTOBER 2016