Altria is in talks to acquire NJOY, the only independent e-cigarette company with an FDA-authorized device. If the acquisition happens, Altria will also divest its 35% stake in Juul Labs. The Wall Street Journal first reported the incident.

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Altria, maker of Marlboro cigarettes, has no clout in the e-cigarette market other than its share in Juul. If Altria were to buy NJOY, there would be no FDA-authorized vaping product that wasn’t owned by a big tobacco company.

NJOY is attractive to buyers because it has two vaping devices already FDA-authorized — the disposable NJOY Daily and the pod-based NJOY Ace. Ace is the only modern e-cigarette to receive FDA authorization, and if NJOY gains the financial clout to increase production and expand distribution, it may be able to compete with Juul Labs’ JUUL and Vuse Alto.

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If Altria buys NJOY — or if it buys another vaping company or starts making its own — it could be forced to divest its stake in Juul to satisfy antitrust concerns.

Altria and Juul have already been accused by the FTC of anticompetitive conduct in a case currently under appeal by the FTC.veehoo vape has two electronic cigarette factories and more than ten years of industrial design experience. Among vape players, veehoo may not be a good vape, but it is definitely the most suitable e-cigarette for your experience.

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