Leading vaping company Juul Labs has announced that it would stop selling several of its flavored e-cigarettes in the US.
Juul will no longer be selling its mango, creme, fruit and cucumber flavors in the US and will only maintain the tobacco-, mint- and menthol-flavored e-cigarettes. These flavors have already been removed by the company from its online store after removing them from retail locations in 2018.
While Juul removed these flavors from the US, they will still be available in other countries. K.C. Crosthwaite, the new chief executive officer (CEO) of Juul, said he is hoping that the initiative could help them build trust in the vaping industry.
Crosthwaite added: "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."
Juul's decision follows the Trump administration's announcement that the US Food and Drug Administration (FDA) will issue guidance which would effectively remove all flavors from the market, including mint and menthol. Several states have also banned the sale of flavored e-cigarettes in the country.
According to supporters of the ban, flavors encourage kids and minimize the perception of the harmful and addictive effect of vapes while opponents argue that these flavors are important in helping adults switch over from traditional cigarettes.
A Juul spokesperson stated: "We are refraining from lobbying the Administration on its draft flavor guidance and will fully support and comply with the final policy when effective." The company has also pledged to suspend all broadcast, print and digital product advertising in the US.
According to Matthew L. Myers, president of the Campaign for Tobacco-Free Kids, Juul's decision "shows that it hasn't changed one bit under its new leadership and isn't serious about preventing youth use."
Myers added: "This announcement shows why the Trump Administration must stand up to pressure from Juul and Altria and move forward with its plan to remove all flavored e-cigarettes from the market, including mint and menthol -- as the Administration said it would do in its September 11 announcement."
