NEW YORK (WCBS 880) — Vaping giant Juul announced Thursday it will stop selling fruity and dessert flavored liquids for its e-cigarettes.
The move comes as the company continues to face political backlash from across the nation over its flavored nicotine products and whether they are the cause for a growing number of vaping-related lung illnesses.
The company is also accused of using deceptive marketing practices in order to advertise e-cigarettes to children and teenagers and cause them to become addicted to nicotine.
“We must reset the vapor category by earning the trust of society and working cooperatively with regulators, policymakers, and stakeholders to combat underage use while providing an alternative to adult smokers,” said CEO K.C. Crosthwaite.
In a press release, Juul said it will continue selling its most popular vaping flavors: mint and menthol.
The flavors account for more than 60% of the company’s retail sales, Juul said. However, they are also the most popular flavors among teens, according to a number of surveys.
The company will suspend the sale of all non-tobacco products and non-menthol based flavors: mango, crème, fruit and cucumber.
Juul notes that those flavors account for about 10% of the company's sales. They were only available to buy online after Juul pulled them from retail stores in November.
The company said it plans to suspend all broadcast, print, and digital product advertising of its products.
Last month, a New York state panel approved an emergency ban on the sale of flavored vaping products. It was set to go into effect on Oct. 4, but was blocked when a court ruled in favor of the vaping industry, which sued the state over the rule change.