Juul granted marketing approval for second device

In addition to the Juul2, the FDA also gave the green light to menthol and tobacco-flavored pods for use with the product.

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Dive Brief:

• Juul Labs has received marketing approval from the U.S. Food and Drug Administration for itsJuul2 e-cigarette deviceand two flavored pods to be used with it, according to a Friday press release. 
• The Juul2, which wasinitially submittedto the FDA in 2023,pairs with a gated smartphone appthat provides insights into consumers’ product use, device location, real-time battery and other information,according to a press release from the company. A device lock on the app keeps the Juul2 from being used by anyone its owner hasn’t authorized. 
• As combustible cigarette use continues to dwindle, more focus is turning toward other nicotine products, like e-cigarettes and nicotine pouches. 

Dive Insight:

Juul was the second-biggest e-cigarette brand in the U.S. by sales for the year that ended July 27, according to a recent Goldman Sachs report that cited NielsenIQ data. Juul sales had seen declines of 1.6% year over year, which was better than the nearly 12% declines for the category as a whole. 

With Juul reporting that a significant percentage of Juul2 users have switched away from combustible cigarettes — including up to 49% of those using its menthol-flavored pods —  the company is eyeing a return to growth. 

In addition to the device lock, the Juul2’s includes a more consistent vapor and nicotine delivery, an improved heat control system and pod IDs to prevent the use of illegal counterfeit pods.

The device has been available in other countries, but the latest marketing approval allows the manufacturer to bring it to the U.S.

Juul, which wasgranted marketing approvalfor its first e-cigarette device in 2025, is one of five companies whose vaping products have received the FDA’s green light, according to the administration’s website. The others are Glas, Logic Technology Development, Njoy and R.J. Reynolds Vapor Company.