Leading e-cigarette company Juul Labs will stop selling several flavored products in the United States, the company announced Thursday. And the Trump administration has proposed banning almost all vaping flavours.
Following that move, sales of the mint pods doubled, according to the New York Post - suggesting that the additional stop on online sales could be a big hit to the $38 billion company.
The flavoured pods affected by the announcement are mango, creme, fruit and cucumber.
The business change was announced today by Juul CEO K.C. Crosthwaite, who cited the FDA's Premarket Tobacco Application (PMTA), a process that requires companies to get authorization for the sale of a new tobacco product.
Mint and menthol account for most of Juul's retail sales, according to analysts, and are the most popular flavours among teens.
The Trump administration's policy would include mint and menthol, but Juul has chose to keep those varieties available until the administration reaches a final consensus and decision.
The leading American maker of electronic cigarettes, Juul Labs, announced Thursday it is suspending sales of some flavored vaping products in the United States, as the USA government prepares a nationwide ban.
His group and others are urging the Trump administration to follow through on its proposal to ban all vaping flavours except tobacco. "We are refraining from lobbying the Administration on its draft flavor guidance and will fully support and comply with the final policy when effective". He previously worked as an executive for Marlboro-maker Altria, which is also Juul's biggest investor.
A woman smokes a Juul e-cigarette in NY.
But the announcement doesn't necessarily mean the permanent end of Juul's flavors.
The U.S. Food and Drug Administration last month warned Juul that it was misleading consumers by marketing its products as safer than cigarettes, and requested additional information on its nicotine blend. In the latest government survey, more than 1 in 4 high school students reported using e-cigarettes in the previous month despite federal law banning sales to those under 18.
The voluntary step announced Thursday is the San Francisco vaping giant's latest concession as it tries to weather a political backlash blaming its flavored products for hooking a generation of teenagers on nicotine. Advocates for the bans say flavors appeal to kids and minimize how harmful and addictive vapes are perceived to be, but opponents say they're an important tool in getting adults to switch over from combustible cigarettes.
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