Juul Labs Gets FDA Authorization to Sell New E-Cigarette

By Kelly Cloonan

Juul Labs got the go-ahead from the Food and Drug Administration to sell a new version of its e-cigarette and tobacco- and menthol-flavored pods.

The privately held vapor company said its updated vaping device, the Juul2, offers what it's calling a more consistent vapor and nicotine delivery experience, and is designed to compete effectively with combustible cigarettes.

The FDA said its review of the company's application for the new device found that a substantial proportion of adult smokers completely switched from combustible cigarettes to the authorized Juul2 products, and at a higher rate for the menthol-flavored pod than the tobacco-flavored pod.

"The added benefit to adults who smoke cigarettes is sufficient to outweigh the risks of the menthol-flavored product, including youth appeal," the FDA said.

The company said it plans to file further applications with the FDA for other products targeted toward adult nicotine consumers, including 5% nicotine concentration products and a portfolio of flavors beyond tobacco and menthol.

"More than 2 million adult Americans have already switched completely away from deadly cigarettes using our first generation Juul products, and we hope millions more will switch with the enhanced JUUL2 platform," Chief Executive K.C. Crosthwaite said.

The company's new Juul product has been available in several international markets, including the UK.

Write to Kelly Cloonan at kelly.cloonan@wsj.com

(END) Dow Jones Newswires

August 28, 2026 16:15 ET (20:15 GMT)