Juul Labs has rolled out its next generation system, JUUL2, for sale across UK retail stores, the latest step in its mission to transition more adult smokers from combustible cigarettes, while combating underage use.
The JUUL2 System has been updated from previous versions with new technology and features for adult smokers, including the capability to combat potentially harmful counterfeit and compatible pods.
Following a successful pilot launch on the Juul.co.uk website last autumn, JUUL2 will be available for adult smokers to purchase from a range of major retail outlets across the country this month.
The JUUL2 features, which are based on feedback from adult smokers, include:
- A more consistent vapour experience that competes with combustible cigarettes
- A newly designed JUUL device with a larger, long-lasting battery, and smart light system, communicating e-liquid level and battery life
- Newly designed JUUL2 pods (18 mg/mL nicotine strength) in Virginia Tobacco, Polar Menthol, Crisp Menthol and new Autumn Tobacco, Ruby Menthol and Summer Menthol flavours.
- Technology to prevent unauthorised use, such as the inclusion of JUULpod ID to further combat against counterfeit pods.
“Following a successful online pilot launch, we are pleased to release the next-generation JUUL2 for sale nationwide through our retail partners in the UK,” Juul Labs’ EMEA VP, Dan Thomson said. “We have been encouraged by the number of existing JUUL users who have transitioned to the new system since launching on our UK website, and we look forward to providing even more adult smokers with an alternative to combustible cigarettes.
“A key part of our mission is to transition adult smokers away from cigarettes, the leading cause of preventable death in the world, killing some 90,000 Britons annually. We believe the best method to switch adult smokers to a potentially less harmful, non-combustible alternative, is to provide a product that closely resembles the consistency and experience of smoking.
“It’s also critically important that alternatives can continue to compete with cigarettes, especially when it comes to the point of purchase, and with JUUL2, we believe we are taking another step in that direction.”
In addition to the upgraded features for adult smokers, JUUL2 also strengthens Juul Labs’ ability to protect against counterfeit products, striking a blow to the illicit trade market of its products. The JUULpod ID feature significantly improves the company’s ability to identify unauthenticated products and prevent use at the device level, and the JUUL2 Device will only work with JUUL2 pods.
All UK retailers stocking JUUL products will continue to uphold the company’s ‘Challenge 25’ age verification policy and are subject to continued mystery shopping audits. The company is also trialling a take-back and recycling programme for used pods and devices, which it hopes to roll out later this year.
“We have focussed our resources on the development of technologies aimed at transitioning smokers and combating unauthorised and underage use and we have a product roadmap in place to accomplish that for years into the future,” Thomson continued.
“As part of our goal to eliminate combustible cigarettes, we are committed to both responsible stewardship and environmental sustainability. We are committed to working collaboratively with key stakeholders to update the regulatory frameworks to ensure a responsible marketplace as the category evolves.”