Menthol’s back on the cap table. Juul’s path to relevance gets reopened, one pod at a time.

2 Minute Read

After teetering on the edge of bankruptcy for the better part of two years, Juul Labs has pulled off the nicotine industry’s equivalent of a plot twist: the FDA has authorized the company to resume selling its menthol-flavored e-cigarettes.

The decision doesn’t clear Juul of controversy, lawsuits, or long-term scrutiny—but it does give them a path forward that doesn’t include liquidation sales or trading office furniture for legal counsel.

Menthol is now the comeback flavor of the decade, after years of regulatory purgatory for Juul. The company had faced a sweeping ban in 2022, only to claw its way back through court battles and bureaucratic limbo, finally winning the right to legally sell one product again. Not new, not rebranded—just the same menthol pods they were almost banned over.

This isn't quite a victory lap.

More like a very cautious walk back onto the racetrack with a clipboard and an FDA minder watching every step.

Still, for a company once pegged as the poster child for youth vaping addiction—and nearly erased by regulators—it’s a remarkable turnaround. The cash crunch was real. So were the layoffs. And now? A quiet, regulation-approved exhale.

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