Juul Labs believes, and evidence demonstrates, that flavors can play an important role in helping adults who smoke transition away from combustible cigarettes. The Food and Drug Administration has authority to review all vapor products, including flavored vapor products, to determine whether they meet the statutory standard of being “appropriate for the protection of public health” and are authorized for sale in the United States. In doing so, FDA weighs the potential benefit to adults who smoke against the risk of initiation among non-users, particularly youth.
The FDA has made clear the only vapor products that may be legally marketed in the US are those that have received marketing authorization from the Agency following a thorough scientific review. We support and respect FDA’s role in making authorization decisions to protect the public health. In July 2025, FDA formally authorized the JUUL System, including our tobacco- and menthol-flavored JUULPods, for sale in the U.S. In authorizing our products, FDA concluded the menthol-flavored products demonstrated an added benefit relative to tobacco-flavored products in facilitating complete switching or significant smoking reduction that outweighed risks to youth.
We have developed a portfolio of adult-oriented flavors, beyond Virginia Tobacco and Menthol, to provide adults who smoke with an increasing variety of options as they transition away from cigarettes. We will only introduce additional products and flavors following FDA review and determination these products are appropriate for the protection of public health. In addition, we are committed to responsible marketing practices and strongly support industry-wide policies to limit access and appeal to underage persons.