Juul disregarded early evidence it was hooking teens: report

The breakthrough “nicotine salts” formula that made the Juul e-cigarette so addictive made Juul especially attractive to teenagers and other new users who otherwise would never have smoked cigarettes.The San Francisco startup that invented the groundbreaking Juul e-cigarette had a central goal during its development: captivating users with the first hit.

“You hope that they get what they want, and they stop,” she said. “We didn’t want to introduce a new product with a stronger addictive power.”The company never produced an e-cigarette that limited nicotine intake. Xing was not directly involved in the engineering of the device and said she didn’t know why the firm did not adopt a dosage-control feature.

The firm seldom mentioned nicotine in early consumer marketing, which featured young, hip models and sold the product as a stylish alternative to cigarettes.

The former manager’s account of the early debate over young users contradicts repeated statements from executives that the firm was caught off-guard by teenage addiction beginning last year – “completely surprised,” as Chief Administrative Officer Ashley Gould put it in a CNN interview. Juul last month voluntarily halted online sales of flavours such as mango and fruit in the United States after earlier pulling them from retail stores. The company still sells the controversial flavours in many other markets globally.

As youth e-cigarette use continues to rise – after a long decline in teenage cigarette smoking – doctors, scientists and researchers are grappling with how to treat nicotine addiction among teenagers. Emerging research suggests serious risks to the developing adolescent brain.The combination of a “very, very addictive” product and a developing brain has dangerous implications, said Bonnie Halpern-Felsher, a professor of pediatrics at Stanford University’s medical school.

There must be a better, less harmful way to smoke, they figured, so they focused their thesis on creating a new kind of cigarette. Monsees and Bowen went on to start the company Ploom Inc, which was renamed Pax Labs Inc and later became Juul Labs Inc. “We had so much information that you wouldn’t normally be able to get in most industries,” Monsees said during a 2015 interview with entertainment website Social Underground. That allowed the company, he said, to catch up to a “huge, huge industry in no time.”

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