A woman poses with a cigarette in front of Altria logo in this illustration taken July 26, 2022. REUTERS/Dado Ruvic/Illustrationsaid on Monday it would buy startup NJOY Holdings Inc for about $2.75 billion in cash, in a fresh bet by the Marlboro maker on the e-cigarette market after losing billions through its investment in Juul.
Big tobacco firms are investing heavily in traditional cigarette alternatives as smoking rates decline globally, but the e-cigarette category has faced tough regulatory scrutiny over under-age usage and health concerns. Altria is betting that NJOY will prove to be an easier way to tap the market since six of the company's products have received full approval from the U.S. Food and Drug Administration.
In comparison, Juul is still seeking approval of its products and is under the threat that the health regulator could pull its products off shelves nationwide as it briefly did last year. " is an authorized product versus a pending product . There are no litigation challenges. The youth usage is at minimum and so that brings a level of certainty," said Altria Chief Executive Officer Billy Gifford.
I think it's fairly obvious that vaping anything isn't healthy.
Smoking lifestyle isn't great.
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