Last Summer it was revealed that undisclosed sources had invested a total of $325 million into the world’s most infamous e-cigarette manufacturer Juul Labs, as the company aimed to keep expanding internationally.

The investment, which was made known via a regulatory filing, was a clear indication that despite all the negative press that Juul has been receiving, the company is still going strong. The manufacturer has also been doing its utmost to regain the credibility it lost when it merged with tobacco company Altria.

Juul strives to gain credibility

In 2019, Juul set up an “enterprise markets team,” which is focused on striking deals with health plans, providers, self-insured employers and the public sector.
After being accused of paying social media influencers to entice the younger generation into using their device, the company has minimised its social media presence. Additionally, towards the end of 2019, Juul Labs had decided to stop selling flavoured pods well ahead of the FDA ban, in an attempt to prove that it is serious about tackling teen vaping.

Additionally in March 2019, Juul hired former Cardinal Health executive Douglas Roberts in order to lead its new “enterprise markets team,” which includes 17 employees, and is focused on striking deals with health plans, providers, self-insured employers and the public sector.

“It’s pretty consistent what we’re hearing, which is what’s out there today is not working, and people are really looking to get their arms around how do they provide alternatives to large groups and large masses of people who really haven’t had effective alternatives,” said Roberts at the time.

Sales suspended till age restrictions are set in place

And many will certainly view this latest decision regarding sales in Indonesia as nothing but a calculated marketing move. In a statement, Juul said that sales in Indonesia will be suspended  until the company can ensure that local online and traditional retailers “increase and enforce age restrictions and compliance measures.”

An article on Reuters rightly points out that the decision to retreat “from the world’s fourth most populous nation” will certainly mark a major setback for Juul’s plans to expand in Asia, an expansion that has been viewed as critical given the mounting problems that the company has been facing in its home country.

US “Tobacco 21” Bill Supported by Altria and Juul

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