Juul Labs’ new CEO, K.C. Crosthwaite, announced the suspension of the sale of all non-tobacco, non-menthol-based flavors in the U.S., in-store and online, pending Food and Drug Administration (FDA) review.
In September, Juul Labs announced that Crosthwaite is leading a broad review of the company’s practices and policies. In addition to this new suspension, as part the company has:
- Suspended all broadcast, print, and digital product advertising in the U.S.
- Ceased active support of Proposition C in San Francisco
- Refrained from lobbying the Administration on its draft flavor guidance and will fully support and comply with the final policy when effective
The suspension on flavored products (Mango, Creme, Fruit and Cucumber) is temporary, pending review from the FDA of its expected premarket tobacco application (PMTA) submissions.
Given the lack of trust in the industry, Juul believes 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.
PAs the company evaluates what products to submit for PMTA, which are due May 2020, it will continue to develop scientific evidence to support the use of flavored products, coupled with strict measures to combat underage use. Juul believes these products can play an important role in helping adult smokers move away from combustible cigarettes.
Juul 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.
“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,” said Crosthwaite.