The U.S. Food and Drug Administration (FDA) has authorized Juul Labs to market its new Juul2 e-cigarette system. This decision marks the first federal approval for an updated Juul device in over a decade, introducing optional age-verification technology designed to restrict underage use.
The regulatory clearance allows Juul to sell the new device alongside updated tobacco and menthol cartridges. The company previously paid nearly $3 billion to settle lawsuits regarding youth marketing and discontinued popular flavors like mango and mint in 2019.
Juul CEO KC Crosthwaite stated that the company plans to seek authorization for “a flavor portfolio beyond tobacco and menthol aimed at adult nicotine consumers.”
According to the FDA, adult smokers who switch completely to Juul2 can reduce their exposure to harmful chemicals found in combustible cigarettes. Company data reviewed by the FDA showed that 20% to 50% of adult smokers using Juul products successfully quit smoking after six weeks, with success rates varying by flavor.
Key features of the newly authorized Juul2 system include:
- App-Based Age Gate: Users must verify their age via an online app to unlock the device.
- Restricted Flavors: Launching strictly with tobacco and menthol options.
- Harm Reduction: FDA-reviewed data indicates a reduction in toxin exposure compared to smoking.
Juul has lost its position as the top-selling U.S. e-cigarette brand to Vuse, owned by Reynolds American. Furthermore, federal data shows that youth vapers have largely moved away from Juul, shifting instead to unauthorized disposable e-cigarettes imported from China that feature sweet and fruit flavors.
