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Juul said it will stop selling most of its flavored nicotine pods for its e-cigarettes in retail stores – though only a few days ago.
Juul is already dominating the e-cigarette industry, just three years since its popular nicotine pods hit the market. The company, valued at $ 16 billion, captured 75 percent of the market in the period ended Nov. 3, according to Nielsen data compiled by Wells Fargo analyst Bonnie Herzog.
But the e-cigarette's appeal among teenagers has undermined Juul's success and its future.
After months of parents and lawmakers begging the FDA to do something, they go on to say "epidemic" levels of teens using e-cigarettes. He said preliminary federal data show more than 75 percent high school students regularly using e-cigarettes.
That means roughly 3 million, or about 20 percent of high school kids, are using e-cigarettes, up from 1.73 million, or 11.7 percent in the last year's National Youth Tobacco Survey. The complete data set is expected to be published this month.
"We're in alignment with [Gottlieb] "Burns told CNBC in an October interview" The company declined to make Burns available for an interview Tuesday.
This week, the FDA will release its own proposal, which includes restrictions on cartridge-based flavored cigarettes, and more importantly, senior FDA officials said CNBC last week. FDA-mandated guidelines for age verification, said the FDA officials, which is not yet public.
Some other e-cigarette makers have publicly shared their plans to cooperate with the FDA. Altria said it will voluntarily remove its MarkTen pod-based products and will stop selling all flavors except for menthol or tobacco in its "cig-a-like" products until the FDA reviews and approves them. The company says it also supports legislation to make the minimum age to buy tobacco products.
Fontem Ventures, a unit of tobacco company Imperial Brands and maker of blu e-cigarettes, said it will raise the minimum requirements to buy it on its website to 21 across the U.S. and review its packaging and product descriptions.
British American Tobacco, which makes Vuse e-cigarettes, will establish and enforce contract penalties for retailers that will be quoted by CNRS on Tuesday. It will create a secret shopper program to check compliance and establish an enforcement program.
BAT, along with Altria and Juul, said they support the minimum tobacco buying age to 21. Fontem Ventures said.
Japan Tobacco International, which makes Logic e-cigarettes, has not made its public plan. A spokesman did not immediately respond to CNBC's request for comment.
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