Empty pod… Juul’s empire could be disappearing in a cloud of mango-flavored vapor. Yesterday WSJ reported that the FDA plans to ban Juul in the US. Refresher: In 2020 the FDA asked smoke juggernauts to apply to sell e-cigs (even un-flavored ones). Fast-forward to now: British American Tobacco’s Vuse — which just unseated Juul as the top US vape — got approved to stay on the market. But it sounds like Juul’s 125K-page application hasn’t.
Burned on both ends… Last week the FDA announced separate plans to limit addictive nicotine in traditional cigs. The rule isn’t expected to go into effect for years, if at all. But regulatory heat could hurt cig sales, which are already forecast to fall to $95B this year from $99B last year. For Altria it’s a double whammy.
Regulators don’t like getting burned… neither do investors. The FDA says Juul ignored its warnings on marketing. Altria’s stock has fallen 13% this year while it’s tried to save Juul. But shares of rivals BAT and Philip Morris International are up as they’ve shifted focus to “smokeless” tobacco products, like IQOS, and avoided regulatory drama with vapes.