The E-cigarette Giant Juul Labs Inc. is now targeting Canada, considering “it’s effectively our backyard,” said the co-founder of the start-up, James Monsees.
The San Francisco-based company has decided that Canada is the right place to launch their e-cigarettes as a healthier alternative to the usual cigarette. However, back in the U.S, the company’s popularity and concerns that it’s too appealing to teenagers has drawn a lot of negative reactions.
Canada’s legislation in regulating vaping industry provides a legal framework to protect youth but allows adults to vape. Monsees explained that this law was like an open door for Juul to enter Canada.
According to the company, Juul’s “closed-pod vaping system with temperature regulation designed to provide consistent nicotine delivery” was chosen by over a million smokers. It will be available in September at convenience stores, vape shops and on websites, in different flavors and starter packs.
Marketing For Adults and Not For Teenagers
Recent data shows that the company is a leader in the U.S. e-cigarettes market and its market share is at over 70%. However, in July, Maura Healey, the Massachusetts Attorney General, announced an investigation in the company and online retailers of the products “over concerns about the marketing and sale of electronic smoking devices and products to minors.”
In a press release, Healey stated that teen cigarette use hit a record low, but then “juuling and vaping have become an epidemic in our schools with products that seem targeted to get young people hooked on nicotine.”
Juul maintains that the product is created for adult smokers, and the chief communications officer of the company added that they are “committed to preventing underage use of Juul,” adding that their growth is “not the result of marketing but rather a superior product disrupting an archaic industry.”
Juul has also expanded recently to the UK and in Israel, catching the eye of investors.
Meanwhile, the tobacco industry is feeling the threat posed by the ambitious competitor. Jul believes that the public perception will change in the next years after the negative impact on the volume of cigarettes grows apparent.
Andre Blair s is the lead editor for Advocator.ca. He holds a B.A. in Psychology from the University of Toronto, and a Master of Science in Public Health (M.S.P.H.) from the School of Public Health, Department of Health Administration, at the University of North Carolina at Chapel Hill. Andre specializes in environmental health, but writes on a variety of issues.