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

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The maker of Marlboro is accused of breaking antitrust laws by abandoning its e-cigarette business at the request of its rival Juul. To defend itself, the company has asked its own executives to disclose, in detail, their litany of failures.

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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