Maybe this Juul flavor should have been pulled first.
A majority of young e-cigarette users vape Juul products, and the most popular Juul flavor among high schoolers this year was mint, according to a pair of new studies published in the Journal of the American Medical Association — calling into question the effectiveness of merely yanking fruit flavors from shelves.
There’s been a ‘significant’ increase in high schoolers’ reported use of mint- or menthol-flavored e-cigarettes from 2016 to 2019, to levels near that of fruit-flavored e-cigarettes. Some teens bought their favorite flavors on a black market for inflated prices and were spending $1,000 a year on their habit. Research suggests fruity flavors are a prime driver in getting young people to try vaping, a study by University of North Carolina at Chapel Hill School of Medicine found.
The recently removed sweet and fruity flavors made up just under a 10th of the company’s sales, according to the Associated Press, and Juul is still selling its more-popular mint and menthol varieties. “You need to have an IQ of 5 to know that when customers don’t find mango they buy mint,” then-chief executive Kevin Burns allegedly told workers, according to the suit filed against Juul by Siddharth Breja, the company’s former senior vice president of finance.
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