The Food and Drug Administration authorized Juul Labs to market a new version of its e-cigarette device on Friday, representing the company’s initial product launch since introducing its original model more than a decade ago. The updated device will be sold under the brand name Juul2 and includes an optional age-verification system that requires users to complete online authentication through an app before the device can be unlocked. The company also plans to offer updated tobacco and menthol-flavored cartridges alongside the new hardware.
Juul indicated plans to expand its product portfolio beyond tobacco and menthol options, targeting adult nicotine consumers with additional flavor varieties. This marks a departure from 2019, when the company discontinued several flavors including mango, mint, and creme that had been popular among younger users and represented a significant portion of sales during that period.
According to company studies reviewed by the FDA, between 20% to 50% of smokers using Juul products successfully stopped smoking at the six-week mark, with cessation rates varying based on flavor and nicotine strength selections. The FDA determination indicates that adult smokers who completely transition to Juul products can reduce their exposure to carcinogens and harmful chemicals present in conventional cigarettes. Regulators emphasized that the authorization does not constitute an endorsement and that non-smokers should not use Juul or other e-cigarettes.
Juul has faced significant financial and operational challenges in recent years, including substantial workforce reductions and approximately $3 billion in settlements related to government and private litigation over teenage use of its products. The company no longer maintains the largest market share in the U.S. e-cigarette category, now trailing Vuse, which is owned by Reynolds American. Federal data indicates that teen vaping has declined overall, with adolescents who continue vaping predominantly using unauthorized disposable devices imported from China that feature fruit and candy flavors.
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