July 17，the U.S. Food and Drug Administration authorized the marketing of five JUUL e-cigarette products through the premarket tobacco product application (PMTA) pathway – the JUUL device, Virginia Tobacco flavor JUULpods (3% and 5% nicotine concentration) and Menthol flavor JUULpods (3% and 5% nicotine concentration).
Following an extensive scientific review, the FDA determined that evidence provided by the company – including new information the company submitted in response to a deficiency letter from the FDA – demonstrates that these specific products meet the legal standard set by the 2009 Family Smoking Prevention and Tobacco Control Act to market new tobacco products in the United States. This standard requires FDA to consider the risks and benefits to the U.S. population as a whole – including the benefits to adults who currently smoke cigarettes and completely switch to a potentially less harmful product or significantly reduce their cigarette use – that is sufficient to outweigh the risks of the product, including to any youth and adults who are not current users of tobacco products. Regarding these specific products, the applicant submitted robust data—including a two-year longitudinal cohort study—demonstrating high rates of adults completely switching from cigarettes to either the tobacco- or menthol-flavored JUUL products.
While today’s actions permit these specific e-cigarette products to be legally marketed in the U.S. to adults 21 and older, it does not mean these tobacco products are safe, nor are they “FDA approved.” There is no safe tobacco product. Those who do not currently use tobacco products should not start. Youth should never use tobacco products.
source：https://www.fda.gov/tobacco-products/ctp-newsroom/fda-authorizes-marketing-tobacco-and-menthol-flavored-juul-e-cigarette-products
So far, the e-cigarette brands that have passed the US PMTA include NJOY, VUSE, and Logic. In addition, Philip Morris International has three tobacco-flavored HNB cartridges that have passed the PMTA review.
About JUUL
Juul Labs was founded in 2015 by Stanford University graduates James Monsees and Adam Bowen, and is headquartered in San Francisco, USA. As long-term smokers, the two founders are determined to reshape the smoking experience through industrial design based on their deep reflection on the health effects of traditional tobacco. They define the brand mission as "improving the lives of 1 billion adult smokers around the world", and are committed to developing innovative products that can replace traditional cigarettes, promoting technological innovation in the tobacco industry that has not been seen for a century.
Juul's core competitiveness comes from its patented nicotine salt formula. Compared with the free base nicotine used in traditional e-cigarettes, this technology significantly reduces throat irritation by adjusting the pH value of the e-liquid, allowing adult smokers to ingest high-concentration nicotine (such as 5% concentration cartridges) more smoothly, while simulating the nicotine metabolism curve of traditional cigarettes. This innovation not only solves the pain point of insufficient satisfaction of early e-cigarettes, but also leads the technological wave of small-vape devices around the world. As the "pioneer of small-vapes", Juul has completely reconstructed the market structure of e-cigarettes. In 2018, its market share once accounted for 72% of the US e-cigarette market, pushing the industry from large-vape devices to the era of portable and popular small-vapes. Its flat and square product shape has become a paradigm for global competitors to imitate, and even gave birth to the exclusive cultural term "Juuling". The brand's global layout has also expanded rapidly, entering multiple countries through mainstream e-commerce platforms, demonstrating a strong international influence.
Juul has always emphasized the need for adult smokers to replace cigarettes, and has strengthened their sense of responsibility through strict age verification mechanisms (such as the 21-year-old purchase threshold on the official website). Its technological heritage continues to drive industry progress: nicotine salt formula has become one of the basic technologies of e-cigarettes, and the concept of "replacing cigarettes and reducing harm" has also promoted scientific discussions on new tobacco substitutes in the field of public health. As of 2024, Juul still ranks among the top e-cigarette innovation companies with a valuation of 26 billion yuan, confirming its technological accumulation and brand resilience.
电子雾化与HNB产品都是新型电子产品，结构虽小，却融合应用多种材料、表面处理、芯片电子等技术工艺，而且雾化技术一直在不断更迭，供应链在逐步完善，为了促进供应链企业间有一个良好的对接交流，艾邦搭建产业微信群交流平台，欢迎加入；Vape e-cigarettes (VAPE) and Heat-Not-Burn e-cigarettes (HNB) are both emerging electronic products. Despite their compact size, they integrate various materials, surface treatment technologies, chip electronics, and other advanced technical processes. Moreover, atomization technology is constantly evolving and the supply chain is being progressively perfected. To facilitate good communication and networking among supply chain enterprises, Aibang has established an industry WeChat group communication platform and warmly welcomes interested enterprises to join.
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