JUUL2 System: A Resilient Return Journey – JUUL Seeking US Authorization for a Safer Vaping Future

Juul Labs an e-cigarette company was banned in the US last year. It is trying to come back with a new product with age-verification capabilities that prevent unauthorized refill cartridges. They have introduced a new product called the JUUL2 System.

What is the new JUUL2 product?

Juul introduces the JUUL2 System, a vaporizer equipped with a unique Pod ID chip to thwart counterfeit cartridges. A mobile or web-based app pairs with this Bluetooth-enabled device. It offers age-verification technology, device-locking, and real-time product information and usage insights for age-verified consumers.

The JUUL2 System also has a larger, long-lasting battery. Moreover, it has an intelligent light system that communicates battery life and e-liquid level to the user. The e-cigarette maker wants to sell tobacco-flavored pods at a lower nicotine concentration of less than 2% than its previous products.

JUUL2 System - Haze Smoke Shop USA
Image source: betterwholesaling.com

Why is JUUL seeking US authorization?

Juul seeks US authorization for a new product, following a 2022 ban by the Food and Drug Administration (FDA) due to insufficient evidence demonstrating the products’ contribution to public health protection. The FDA also accused Juul of fueling a teen vaping epidemic by marketing its products to underage users and using appealing flavors and high nicotine levels

Juul submitted a Premarket Tobacco Product Application (PMTA) to the FDA on July 18, 2023. This application is a necessary requirement from the FDA that requires companies to provide scientific data that proves their product is safe for public health. Juul claims its new product has technology advancing public-health objectives and compelling science demonstrating a clear public-health benefit.

What is the JUUL Background Story?

Juul was founded in 2015 by a group of former smokers looking for a healthier cigarette alternative. The company’s first Juul device product was a sleek, pod-based e-cigarette designed to look like a USB flash drive.

Juul quickly became popular among smokers, and the company’s sales skyrocketed. In 2018, Juul was the most popular e-cigarette brand in the United States, with a market share of over 70%.

However, Juul’s popularity also drew the attention of regulators and health experts. Concerns about the health risks of vaping emerged, alongside evidence suggesting Juul was marketing to young people.

In 2019, the FDA banned Juul from selling flavored pods, and the company agreed to pay $40 million to settle a lawsuit from the state of North Carolina. In 2020, the FDA ordered Juul to stop selling its products altogether, but a federal appeals court blocked that order.

Juul has since filed for bankruptcy, and the company is currently seeking US authorization for a new e-cigarette product. Basically, the JUUL2 System is a closed-system device that delivers nicotine vapor. The device has several features to prevent underage use, including age-verification capabilities and a unique pod design that prevents unauthorized refill cartridges.

The FDA has yet to decide on whether to authorize the JUUL2 System. The agency is currently reviewing the company’s application and expects to make a decision in the coming months.

Why was JUUL targeted in the first place?

There are many reasons why JUUL was targeted in the first place. First, the company’s products were trendy among young people. A study by the CDC found that Juul was the most popular e-cigarette brand among high school students in the United States.

Second, there were concerns about the health risks of vaping. Vaping is not without its risks; some studies have shown that it can cause respiratory problems.

Third, JUUL’s marketing practices were criticized for being too aggressive. The company’s ads often targeted young people, and some critics accused the company of using deceptive marketing practices.

How is the new JUUL2 product different from the old one?

The JUUL2 System is different from the old one in several ways. Here is a comparison table:

FeatureOld ProductNew Product
Pod ID chipNoYes
Age-verification appNoYes
Product information and usage insightsNoYes
Battery lifeShortLong
Smart light systemNoYes
Nicotine concentrationUp to 5%Less than 2%

What are the challenges and opportunities for JUUL?

JUUL faces several challenges and opportunities in its attempt to re-enter the US market with its new product.

Some of the challenges are:

– The FDA may not approve its PMTA or impose strict regulations on its marketing and sales.

– The public may not trust JUUL or prefer alternatives such as nicotine patches, gums, or lozenges.

– JUUL may face legal challenges from states, cities, or individuals who have sued it for causing addiction, illness, or death among minors or adults.

– JUUL may face competition from other e-cigarette companies or tobacco companies that have launched or are planning to launch similar products.

Some of the opportunities are:

– The new product may appeal to adult smokers who want to quit or reduce their combustible cigarette consumption.

– This new product may offer a safer and more satisfying alternative to traditional cigarettes or other e-cigarettes.

– The new product may demonstrate Juul’s commitment to innovation and responsibility in addressing public health concerns. – The new product may help Juul regain its market share and reputation in the US and globally.


Juul’s pursuit of reauthorization in the United States for its revolutionary JUUL2 System marks a pivotal moment in the company’s journey. With age-verification capabilities and safeguards against unauthorized use, Juul aims to address past concerns raised by regulators and health experts. The JUUL2 System’s unique Pod ID chip, Bluetooth connectivity, and cutting-edge app integration promise to revolutionize the vaping experience while reinforcing public-health objectives.

However, the road to reauthorization is riddled with challenges. Juul may face resistance from the FDA despite its promises, which will scrutinize its Premarket Tobacco Product Application closely. Skepticism from the public and legal battles with affected parties add complexity to Juul’s comeback strategy. Moreover, competition from rival e-cigarette and tobacco companies demands that Juul remain innovative and responsible in its approach.

Amidst these challenges, Juul’s potential opportunities shine brightly. The JUUL2 System can potentially attract adult smokers seeking a less harmful alternative to traditional cigarettes, contributing to public health goals. Juul may regain trust and confidence domestically and globally by demonstrating their commitment to innovation and responsibility. As the fate of the JUUL2 System hangs in the balance, the e-cigarette company stands at the crossroads of redemption and resurgence.