Serial Entrepreneur Atef Hazime Expands Portfolio With Launch of KRATOS™ Nicotine Pouches
Bucharest, Romania – The nicotine pouch category has a new player with big ambitions. Atef Hazime, the founder behind Rebel, one of the fastest-growing pouch brands globally, has officially unveiled his latest venture: KRATOS™ Nicotine Pouches.
Hazime, whose brands are distributed across dozens of countries, is no stranger to disruption. In recent years, he has shifted his company, Tobacco International Inc., away from traditional tobacco manufacturing to focus on reduced-risk alternatives. The launch of KRATOS marks his boldest step yet in building a portfolio of next-generation products designed to meet the evolving needs of adult consumers.
“The world is moving away from cigarettes, and the future belongs to alternatives that combine quality, innovation, and lifestyle relevance,” Hazime said. “KRATOS is not only a product — it’s a symbol of strength and discipline. We built it for consumers who demand more from what they choose to consume.”
At launch, KRATOS offers 10 flavors, each produced in three nicotine strengths — 16mg/g, 30mg/g, and 50mg/g. The range is intentionally designed to meet both entry-level users and experienced pouch consumers, while offering retailers a clean, scalable portfolio to stock.
Industry analysts point out that the nicotine pouch sector is one of the fastest-growing segments of the global nicotine market, with billions in projected sales by the end of the decade. Giants like Zyn and Velo currently dominate, but smaller challengers have begun to capture market share by offering unique branding and bold innovation. KRATOS intends to join that challenger class, leveraging Hazime’s existing distribution ecosystem to scale quickly across Europe, the Middle East, and beyond.
Packaging is another differentiator. The golden KRATOS emblem, featuring a godlike figure with a lightning bolt cutting through the brand’s name, positions the product as a premium lifestyle offering rather than a commodity. Combined with strong flavors and transparent strength labeling, the brand aims to set a new standard for the category.
Hazime’s move also reflects a broader industry trend. Many traditional tobacco players are realigning portfolios to emphasize smokeless products, nicotine pouches, and functional alternatives. By investing early and aggressively in brands like Rebel and KRATOS, Hazime is signaling confidence that this category will not only sustain but accelerate in the coming years.
“This is about future-proofing,” Hazime added. “We are building brands that will outlast cigarettes. KRATOS is one more step toward that vision.”
As KRATOS rolls out to distributors and retailers worldwide, the brand is being closely watched by investors, competitors, and consumers alike. For Hazime, it’s more than just another launch — it’s the continuation of a strategy to build what he calls a “portfolio of global lifestyle powerhouses.”