Juul Labs products seen in a store in Palo Alto, California September 21, 2019.
Yichuan Cao | Sipa USA | AP
Juul marketing e-cigarette stops selling its popular mint flavor, following the release of two damaging studies this week that showed the company's role in a dramatic spike in teenage use, the company announced on Thursday.
Studies published Tuesday in the Journal of the American Medical Association found students in high schools using mint more than any other of Juul's flavors. Juul said it made the decision to draw mint in light of the results.
"These results are unacceptable, which is why we need to reset the steam category in the United States and earn the community's trust by working with regulators, Attorney General, public health officials and other stakeholders to combat underage use. We will support the upcoming FDA "taste policy" and the regulatory process to get the nicotine coatings cleared for sale in the United States, Juul CEO KC Crosthwaite said in a statement.
Juul last month stopped selling its other sweet flavors ̵
Juul has not made any final decisions on what flavors it will submit to the FDA for review, a Juul spokesman said. All e-cigarette companies must submit applications to the FDA for a formal review by May.
Mint accounts for about 70% of Juul's sales in the United States, according to a person familiar with the company's finances who asked not to be named because the information is private. Juul will now sell only three flavors in the United States: menthol, Virginia tobacco and classic tobacco.
The Trump administration is expected to announce a policy that will ban flavored e-cigarettes, including mint. Local and state authorities conduct similar policies. Public health advocates say sweet flavors attract children to e-cigarettes.
Juul is widely accused of driving a wave of youth vapor after decades of successful conviction of children not to smoke cigarettes. Crosthwaite, who joined Juul in September, is trying to repair Juul's image.