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Altria decides to compete with Juul in Vaping

Other Group Inc. has decided to compete with Juul Labs Inc., distancing itself from a vaping upstart in which it invested nearly $13 billion and now faces a potential ban on e-cigarettes in the U.S.

The decision gives the Marlboro maker the flexibility to acquire another e-cigarette brand or develop its own new vaping products. It also gives Juul the freedom to sell itself — or a significant stake — to one of Altria’s competitors. Altria remains Juul’s largest investor with a 35% stake.

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