JUUL, the dominant vaping company in the U.S., has an end goal: a world without the “dumbest of dumb” products, traditional cigarettes.
In an interview with The Mercury (Calif.) News, co-founder James Monsees, 38, said he sees JUUL spearheading the movement to stomp out nicotine-based cigarettes.
Once and for all.
“There is some interest from tobacco companies who want to get in touch with us and work with us in the future,” Monsees said. “We will talk with all those companies to change the nature of this business because we are really glad to see leadership from major tobacco companies who, too, want to see combustible cigarettes go away.”
To Monsees, JUUL’s growth – it controls approximately 70 percent of the U.S. vaping market – is based on two phases. The first phase is “proving the value and creating a product which makes cigarettes obsolete,” he said.
The second phase of the JUUL Labs plan is “is to further separate the technical capabilities of these platforms to controllable platforms,” he said.
Despite its large U.S. e-cigarette market share, Monsees said the company only possesses approximately four to five percent of the national tobacco market and a half-percent of the international tobacco market.
“Within our small subset, we are the pinnacle,” Monsees said, “but we are still a small player.”
With big plans.
Valued at $15 billion after raising $650 million last summer, JUUL markets its flavored pods as a healthier alternative to combustible cigarettes and aids individuals eager to quit smoking. JUUL’s pods, which are patented nicotine salts, are not created with the high levels of carcinogens and tar found in traditional smokes.
Monsees said smoking combustible cigarettes is “dumb” because “it’s literally a stick you light on fire.”
As JUUL continues to grow internationally, the fire in the tobacco industry could – eventually – be snuffed out.
At least that’s JUUL’s end goal.