Juul Labs products will be available at a store in Palo Alto, CA on September 21, 2019.
Yichuan Cao | Soup USA AP
Juul, the market leader in electronic cigarettes, has stopped selling its popular mint fragrance after two damaging studies this week revealed the company's role in a dramatic jump in teenage use, Juul announced on Thursday.
Research published Tuesday in the Journal of the American Medical Association found that more than half of teens who used July and mint were the most popular scent among high school kids. Jul said he had decided to take the mint in light of the results.
"These results are unacceptable, and therefore we need to nullify the US money category and gain public confidence by working with regulators, attorneys general, public health officials and other stakeholders to combat the use of minors. We will support the upcoming FDA Flavor Policy and regulatory process to release nicotine pods for sale in the US, Juul CEO KC
Juul will now only sell three flavors in the US: menthol, Virginia tobacco and classic tobacco. the company stopped selling its other sweet flavors ̵
The Trump administration is expected to announce a temporary ban on flavored e-cigarettes, including mint, shortly after a week. Local and state governments are pursuing a similar policy, while some retailers are suspending e-cigarette sales.
For Juul, the termination of the mint can lead to a huge loss of revenue. Mint accounts for about 70% of Yul's sales in the US, according to a person familiar with the company's finances who asked not to be named because the information is private.
It is unclear whether teenagers will quit vaping or migrate to other scents or brands. When Juul pulled its other sweet fragrances from stores last year, mint sales soared. The company knew this would happen, a former CEO alleged in a lawsuit filed last month.
Juul could eventually reintroduce the fragrances if reviewed and approved by the FDA. The company has not made final decisions about which fragrances to send to the FDA for review, a Juul spokesman said. All e-cigarette companies are required to submit an application to the FDA for official review by May to keep their nicotine pods and other products on the market.
Since joining in July in September, Crosthwaite has taken a number of steps to remedy the company's image. Juul is widely accused of fueling the jump in teen vaping, despite its stated mission to transform the lives of 1 billion smokers in the world.
Juul stopped all product advertisements in the US Crosthwaite also shuffled the company's structure and cut 500 jobs. Crosthwaite is a longtime employee of Juul's largest investor, tobacco giant Altria.