Juul Labs obtained federal authorization from the Food and Drug Administration on Friday to market an updated version of its vaping device for the first time in more than a decade. The new product, branded as Juul2, incorporates an optional age-verification system that users can activate through an online application to prevent underage access.
The company plans to introduce the device alongside updated cartridge formulations in tobacco and menthol flavors, as well as additional flavor options targeting adult consumers. This represents a significant development for Juul, which discontinued several popular flavors including mango, mint, and creme in 2019 after facing criticism over their appeal to teenagers. The decision follows a period of substantial financial and legal challenges, during which the company laid off hundreds of employees and paid approximately $3 billion to settle government and private litigation related to teen use of its products.
According to company studies reviewed by the FDA, between 20% and 50% of smokers using Juul products successfully quit smoking within six weeks, with quit rates varying based on flavor and nicotine strength selections. The regulatory determination does not constitute an endorsement and is limited to indicating that smokers switching completely to the product could reduce exposure to carcinogens and harmful chemicals present in traditional cigarettes.
Juul’s market position has shifted considerably in recent years. The company no longer holds the leading share of the U.S. e-cigarette market, with Vuse, manufactured by tobacco company Reynolds American, commanding the top position. Meanwhile, teen usage patterns have evolved, with fewer adolescents using Juul products as part of a broader decline in youth vaping. However, unauthorized disposable e-cigarettes imported from China and featuring fruit and candy flavors have gained traction among remaining teen users.
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