JUUL Labs suspends sale of non-tobacco, non-menthol-based flavors in the U.S.

In September, JUUL Labs announced that its new CEO, K.C. Crosthwaite, is leading a broad review of the company’s practices and policies. As part of that process, the company:

  • Suspended all broadcast, print, and digital product advertising in the U.S.
  • Ceased active support of Proposition C in San Francisco
  • Is refraining from lobbying the Administration on its draft flavor guidance and will fully support and comply with the final policy when effective

Today, Crosthwaite announced another action resulting from the company’s review — the suspension of the sale of our non-tobacco, non-menthol-based flavors (Mango, Creme, Fruit, and Cucumber) in the U.S., pending FDA review. 

Given the lack of trust in our industry, we believe the FDA’s PMTA process and its “appropriate for the protection of the public health” standard are the best ways to assess the role these products can play in helping adult smokers move away from combustible cigarettes while also being kept out of the hands of youth.

In making the announcement, Crosthwaite said, “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.”

Until today, our non-tobacco, non-menthol-based flavors (Mango, Creme, Fruit, and Cucumber) were made available by JUUL Labs in the U.S. only at JUUL.com, which has strict age-verification controls.

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.

The company will continue to refrain from lobbying the Administration on its draft flavor guidance and will fully support and comply with the final policy when effective.