The FDA on May 5 authorized the marketing of fruit-flavored e-cigarettes, marking the first time non-tobacco or menthol flavors have been approved for sale in the US.
The approved pods, from Glas Inc, include Classic Menthol, Fresh Menthol, Gold (mango), and Sapphire (blueberry). The company integrates age-gating technology requiring users to verify identity via government ID and pair the device with a smartphone through Bluetooth. According to the FDA, the device will not operate if separated from the phone.
Bret Koplow, Acting Director of the FDA Center for Tobacco Products, said the technology represents innovation in protecting young people from nicotine addiction while enabling flavored options for adult smokers seeking to switch from regular cigarettes.
Critics, however, question the effectiveness of this measure. Yolonda Richardson, President and CEO of the Campaign for Tobacco-Free Kids, warned the decision risks reversing progress in reducing youth e-cigarette use. Citing survey data, she noted nearly 90% of young users purchase flavored products, with fruit flavors the most popular at 63%. Richardson recalled that mango was among the most popular Juul flavors that fueled a past surge in youth use before being removed from the market.