JUUL Receives FDA Authorization for Menthol and Tobacco Pods — What It Means for the Industry

In a long-anticipated move, the FDA has granted marketing authorization to JUUL Labs for its original JUUL device and refill pods in Virginia Tobacco and Menthol flavors, available in both 3% and 5% nicotine strength. The announcement, notably, was not made by the FDA, but rather through a press release issued by JUUL Labs, signaling a significant milestone for the embattled company and the broader vapor industry. 

 

✅ What Products Are Authorized? 

 

The FDA’s decision covers: 

JUUL Device (Original) 

JUUL Pods: 

Virginia Tobacco (3% and 5%) 

Menthol (3% and 5%) 

This makes JUUL only the second manufacturer in the U.S. to receive FDA authorization for menthol-flavored vapor products, following NJOY, which gained approval for four menthol products in June 2024. 

 

📉 A Bumpy Regulatory Road 

 

JUUL’s journey through the FDA’s Pre-Market Tobacco Application (PMTA) process has been one of the most turbulent in the industry: 

June 2022: The FDA issued a marketing denial order (MDO) for all of JUUL’s products, ordering them off retail shelves. 

JUUL quickly filed a federal appeal, resulting in a temporary stay that kept the products on the market. 

Just two weeks later, the FDA backpedaled, placing the denial order on hold and admitting that certain scientific questions warranted further review. 

In 2023, the FDA rescinded the MDO entirely, bringing JUUL’s applications back into scientific review. 

This week’s marketing authorization signals the completion of that lengthy and controversial review process. 

 

📢 More Products on the Horizon? 

 

In response to the announcement, Robyn Gougelet, VP of U.S. Regulatory Affairs at JUUL Labs, shared on X that the company plans to file additional PMTAs: 

“We can't wait to get more authorized products onto the market! We have developed a portfolio of adult-oriented flavors beyond Virginia Tobacco and Menthol to provide adults who smoke with an increasing variety of options that we intend to submit to FDA for their review.”— Robyn Gougelet on X 

In addition to their newly authorized lineup, JUUL also has a second-generation device in the pipeline featuring age-verification and device-locking technology. While that application remains under FDA review, it reflects the company’s attempt to pivot toward a future where tech-driven compliance and age restrictions play a central role. 

 

🧩 What This Means for Vape Retailers & Distributors 

 

This decision has several industry-wide implications: 

Menthol is officially in play: JUUL and NJOY are now the only companies authorized to sell menthol products. NJOY has been pulled from the US market after an ITC patent ruling. If menthol bans expand federally or state-by-state, FDA-authorized status may protect shelf space. 

Big Tobacco vs Independents: Once again, only companies with major funding and regulatory infrastructure are receiving green lights. This may further entrench market consolidation unless regulatory pathways are streamlined. 

Retail confidence: Shops hesitant to carry JUUL due to legal uncertainty may now feel more confident restocking these SKUs. 

 

⚠️ What’s Still Unclear? 

 

The FDA itself has not issued a press release, which is unusual for a major authorization. 

It’s unknown whether flavored JUUL products (like Mango or Cucumber) will ever re-enter the conversation. 

The status of border enforcement and retailer penalties remains complicated, especially for unauthorized devices still dominating market share. 

 

Final Thoughts 

 

While JUUL’s authorization represents a major regulatory milestone, it also highlights the enormous resource gap between independent vapor companies and the handful of corporations with FDA-approved products. 

Still, it’s a signal that PMTAs can succeed, albeit under narrow circumstances. 

As JUUL positions itself for a comeback, the industry will be watching closely to see whether the FDA applies the same review standards to smaller players — or continues to restrict the market to only those with billion-dollar backing. 

 

Stay tuned to Mi-Pod News for the latest updates on product approvals, policy shifts, and state-level vape laws.