Juul Ends Flavor Sales
Juul Labs has suspended the sale of nontobacco, non-menthol-based flavors in the U.S., pending review of these products by the Food and Drug Administration (FDA).
Thursday’s move, which ends online sales, means Juul’s mango, fruit, creme and cucumber nicotine pod flavors will no longer be available for sale anywhere in the United States. The company last year pulled those flavors from retail stores but continued to sell them on its website with what the company said were “strict age-verification controls.”
In a statement, Juul Labs said it believes the FDA’s premarket tobacco product application (PMTA) process and its “appropriate for the protection of the public health” standard are the best ways to assess the role its products can play in helping adult smokers move away from combustible cigarettes while also being kept out of the hands of youth.
“We must reset the vapor category by earning the trust of society and working cooperatively with regulators, policymakers and stakeholders to combat underage use while providing an alternative to adult smokers,” said Juul Labs’ recently appointed CEO, K.C. Crosthwaite
“As we evaluate what products to submit for PMTA, we will continue to develop scientific evidence to support the use of these flavored products, coupled with strict measures to combat underage use, as we believe these products can play an important role in helping adult smokers move away from combustible cigarettes,” Juul Labs stated.
The move follows heavy criticism of Juul’s marketing practices. The company accounts for more than 70 percent of U.S. e-cigarette sales, according to Nielsen, and critics say it has been the primary driver behind the recent surge of youth vaping in the U.S.
According to new data from the 2019 National Youth Tobacco Survey, e-cigarette use among high school students nationwide increased to 27.5 percent in 2019 compared with 11.7 percent in 2017 and 20.8 percent in 2018. Altogether, 5 million middle school students and high school students now use e-cigarettes.
Earlier, Juul Labs suspended all broadcast, print and digital product advertising in the U.S. and ceased active support of Proposition C, a ballot initiative to overturn San Francisco’s ban on e-cigarettes that have not been reviewed by the FDA.
The company also announced it would refrain from lobbying the administration on its draft flavor guidance and will fully support and comply with the final policy when effective.