Sharing her thoughts on CSP Daily News, Cabrera also touched on the topic of the unfortunate bankruptcy of NJOY. Currently acting as an independent consultant with The Cating Group in Miami, she spoke of how the e-cigarette company “needed to better understand the overall market”, whilst also singing its praises for the innovative products it put on the market. The former SFATA director pointed out that although NJOY were pioneers in bringing vaping products to mainstream retailers such as your regular convenience store, they never really made it to the proper vaping stores, where seasoned vapers, or those who are true believers in vaping products would actually purchase their products from.
An expert’s opinion on what led to NJOY’s bankruptcy
Cabrera alluded to the fact that NJOY sold disposable closed products that you could purchase from regular retail stores, and did little to innovate their products, whereas regular vapers may prefer to purchase open ended products that would allow them to select their preferred flavours and customize their devices in other ways. The consultant is of the opinion that all this and other factors, such as the harsh regulations imposed by the FDA, could have been what led to the company’s demise.