Juul - a leading distributor of e-cigarettes - will no longer sell various-flavored products in the US.
Following a prospective ban on flavored e-cigarette products containing nicotine, floated by Trump and the Whitehouse several weeks ago, vaping giant Juul unexpectedly announced it was pulling several of its flavored products from the U.S. market.
Juul will stop selling mango, cream, fruit and cucumber flavored pods, while federal health authorities finalize new regulations on vaping, Juul said in a statement.
THC, the active ingredient in cannabis, was involved in more than 3 quarters of cases in which patients reported using e-cigarettes in the 3 months prior to their injuries.
That move led to a slight dip in sales, but the San Francisco-based company has largely recovered, thanks partly to worldwide growth.
Laboratory testing of e-cig products is still ongoing, as is further pathological testing of biopsy samples from patients. As part of that review, Juul said last month it would stop all USA advertising, refrain from supporting a proposition to voters in San Francisco that would reverse an e-cigarette ban and stop lobbying the government about legislation related to flavors.
Juul pulled the flavors out of stores last November.
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It's flavored pods have been much of the company's bread and butter. Nicotine, which is found in these products, is also highly addictive and "can harm adolescent brain development, which continues into the early- to mid-20s". Those products account for more than 60% of Juul's retail sales, according to analysts.
The Centers for Disease Control and Prevention has said the main culprit behind the illnesses are black market THC vapes, but crisis has brought renewed focus to the issue of children smoking flavored e-cigarettes.
Shortly after, Juul announced that its CEO was stepping down and that it was ceasing all U.S. advertising and lobbying.
Thursday's announcement is the latest in a series of moves that Juul has made in an effort to review its practices and policies.
Crosthwaite said in a statement Thursday that the company needs to "reset the vapour category" by "earning the trust of society", working "co-operatively" with regulators and policy-makers.
This latest move comes after the Trump Administration announced the US Food and Drug Administration would issue guidance that would remove flavors from the market, including mint and menthol.
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