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Juul 2 Rolling Out

Juul Labs has rolled out its next generation JUUL2 system across retail stores in the United Kingdom

by Dave Cross
Apr 25, 2022

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Juul Labs has rolled out its next generation system, JUUL2, for sale across retail stores in the United Kingdom. The company says this marks the latest step in its mission to transition more adult smokers from combustible cigarettes. Juul Labs took the opportunity to reaffirm that it is focussed on combating underage use.

The company says: “The JUUL2 System has been updated from previous versions with new technology and features for adult smokers, including the capability to combat potentially harmful counterfeit and compatible pods.

“Following a successful pilot launch on the Juul.co.uk website last autumn, JUUL2 will be available for adult smokers to purchase from a range of major retail outlets across the country this month.”

How does the new iteration of the pod system differ?

A more consistent vapour experience that competes with combustible cigarettes
A newly designed device with a larger, long-lasting battery and smart light system communicating e-liquid level and battery life
Newly designed pods (18 mg/mL nicotine strength) in Virginia Tobacco, Polar Menthol, Crisp Menthol and new Autumn
Tobacco, Ruby Menthol and Summer Menthol flavours.
Technology to prevent unauthorised use, such as the inclusion of JUULpod ID to further combat against counterfeit pods.

Juul Labs’ EMEA VP, Dan Thomson said: “Following a successful online pilot launch, we are pleased to release the next-generation JUUL2 for sale nationwide through our retail partners in the UK.

“We have been encouraged by the number of existing JUUL users who have transitioned to the new system since launching on our UK website, and we look forward to providing even more adult smokers with an alternative to combustible cigarettes.

“A key part of our mission is to transition adult smokers away from cigarettes, the leading cause of preventable death in the world, killing some 90,000 Britons annually. We believe the best method to switch adult smokers to a potentially less harmful, non-combustible alternative, is to provide a product that closely resembles the consistency and experience of smoking.

“It’s also critically important that alternatives can continue to compete with cigarettes, especially when it comes to the point of purchase, and with JUUL2, we believe we are taking another step in that direction.”

The company says JUUL2 strengthens Juul Labs’ ability to protect against counterfeit products. It believes the JUULpod ID feature significantly improves the company’s ability to identify unauthenticated products and prevent use at the device level, and the JUUL2 Device will only work with genuine JUUL2 pods.

Juul Labs pledges that UK retailers stocking JUUL products will continue to uphold the company’s ‘Challenge 25’ age verification policy and are subject to continued mystery shopping audits.

At an environmental level, the company is trialling a take-back and recycling programme for used pods and devices, which it hopes to roll out nationally later this year.

“We have focussed our resources on the development of technologies aimed at transitioning smokers and combating unauthorised and underage use and we have a product roadmap in place to accomplish that for years into the future,” Thomson continued.

“As part of our goal to eliminate combustible cigarettes, we are committed to both responsible stewardship and environmental sustainability. We are committed to working collaboratively with key stakeholders to update the regulatory frameworks to ensure a responsible marketplace as the category evolves.”

Dave Cross

Journalist at POTV

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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.