JUUL triples field force as it focuses on convenience

Best-selling US vape announces investment to target convenience stores

JUUL Labs UK has announced plans to invest in a dedicated field resource for the symbol and independent retail channels.

The company, which launched in July last year through specialist vaping stores, sees convenience as a key channel in which to accelerate its mission of improving the lives of the UK’s 7.4m adult smokers. The investment will see the company triple its field force by the end of April bringing the number of business development executives to seventy-five.

John Patterson, sales director, JUUL Labs UK says “For the UK launch, we followed the same process as we did when we launched in the States in 2015 –  get into specialist vape, then into some key accounts before heavily targeting convenience.  That strategy worked incredibly well for us and JUUL now has over 75% of the vape market in US convenience. We are incredibly excited about our roll out into symbol and convenience as JUUL is a brand that has already resonated with adult smokers in the UK through the vape channel and Sainsburys. There is a real appetite for the brand and we now want to ensure that current JUUL users and those smokers who want to make the switch from tobacco can easily find JUUL in their local store.“

Heading up the new, upweighted team will be Steve Lintott, Head of Field Sales. “JUUL is a new product in the UK delivering a different experience for adult smokers. While many companies are scaling down or permanently using third party and sales agency staff to call on the independent trade, we wanted to show retailers that we are committed to growing JUUL and the vape category in the UK by investing in our own people. Our representatives will live, breathe and fully understand not only the JUUL brand and its mission, but also be experts in the vaping category to help retailers maximise the opportunity, as we aim to improve the lives of UK adult smokers.”

In addition to engaging retailers, delivering stock, providing POS, insight and category education, the new team will also enforce JUUL’s Challenge 25 policy, which all JUUL stockists must adhere to. Lintott  concludes “At JUUL, we are only interested in targeting adult smokers and Challenge 25 is a prerequisite for any JUUL retailer. Our mission – to improve the lives of the world’s one billion adult smokers –  is a big responsibility and we need to ensure that our retail partners, big and small, value our mission and act responsibly.”

The JUUL range available to convenience and symbol retailers is: JUUL Starter Pack (JUUL device, charger and four sample JUULpods RRP £29.99) and five 4-pack flavoured JUULpods refills – Golden Tobacco, Glacier Mint, Mango Nectar, Royal Creme and Apple Orchard (RRP£9.99). JUULpods are also available in a 2-pack with an RRP of £5.99.

Retailers interested in becoming a JUUL stockist should contact uksales@juul.com