In the radar of the regulator in the United States, the leader of the e-cigarette market Juul is a sad precursor in the ban on fruity flavors. The company recently announced that it will stop selling fruit flavored refills in stores.
JUUL TAKES DECISION TO TAMPER MARKET IN THE UNITED STATES
Attacked from all sides, the number one electronic cigarettes Juul announced Tuesday to suspend sales of its most popular products for adolescents: it will stop selling in stores most of its flavored refills, the most likely to attract the most young consumers. The manufacturer, whose products are extremely popular with American teenagers, will also stop promoting them on social networks.
The San Francisco-based company has always said it targets adult smokers who want to quit smoking. But very quickly, its devices resembling a USB key, in which are inserted refills with a liquid containing nicotine, sometimes flavored with fruits, imposed themselves in schoolyards.
To avoid seducing teenagers, while retaining its clientele of former smokers, Juul has indicated that he will be satisfied with e-cigarettes scented with mint, menthol, and tobacco, the only ones that will be sold commercially. Fruity scents account for 45% of store sales, according to the company.
The announcement comes as the regulator - the Food and Drug Administration (FDA) two months ago warned e-cigarette makers to present a plan to reduce the consumption of 
teenagers. The agency is due to announce a ban on flavored electronic cigarettes in stores and gas stations this week, and will toughen age verification requirements for internet sales.
Juul's decision, which now captures 70% of the electronic cigarette market in the United States, was deemed a little late by the associations and will have no effect on the authorities. " Voluntary action is not a substitute for the decisions of the regulator, said the FDA official, Scott Gottlieb, in a tweet on Tuesday. But we want to take note of Juul's decision today, and encourage all manufacturers to take the lead in reversing these trends. ».
Juul actually had little choice: In October, the FDA seized documents about its marketing strategy during a raid on its offices.
THE JUUL E-CIGARETTE COMPETITORS IN DIAPASON?
The FDA admitted that it was taken aback by the explosion in the consumption of e-cigarettes, and Juul products in particular, by teenagers. More than 3 million middle and high school students say they consume them regularly, including a third who say they were attracted to fruity scents.
Several manufacturers have announced measures to limit consumption by minors. In October, Altria said it was giving up its flavored e-cigarettes as well as certain brands. Others, like British Tobacco, have promised to stop promoting these products on social networks, without however giving up selling refills in stores.
Source : Lesechos.fr/
