How Bad Is Our Company’s Product? Let Us List the Ways

is on trial, accused of breaking antitrust laws by abandoning its e-cigarette business at the request of rival Juul Labs Inc. The Marlboro maker’s defense: Our e-cigarettes were lousy.

According to the executives’ testimonies: Altria’s e-cigarettes leaked. They generated high formaldehyde levels. They lacked the nicotine kick smokers were looking for. The Federal Trade Commission in April 2020 sued to unwind Altria’s 35% interest in Juul Labs, a stake the cigarette maker “No one likes to admit failure, but it became clear these products weren’t going to be successful,” an Altria spokesman said. “The products were losing a lot of money and we couldn’t make changes due to regulatory requirements, so we pulled them from the market.”

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