NJOY

NJOY, LLC operates as a prominent American manufacturer and distributor of electronic nicotine delivery systems (ENDS), positioning itself as an alternative for adult smokers. The company was established in Scottsdale, Arizona, in 2007 by Mark Weiss, an attorney who, along with his brothers Jeff and Craig, was inspired by their father's entrepreneurial spirit as a patent lawyer. The Weiss brothers, none of whom were smokers, recognized the potential of the electronic cigarette after being introduced to an early device and aimed to offer a product for smokers seeking alternatives to combustible cigarettes.

NJOY's business model is centered on the sale of its vaping devices and nicotine pods through a vast distribution network of retail stores, including convenience stores and dedicated vape shops, targeting locations where adult smokers traditionally purchase tobacco products. The company generates revenue through the sale of these products to consumers. A pivotal moment in the company's history occurred in March 2023, when Altria Group, Inc. acquired NJOY for approximately $2.75 billion, integrating it as a wholly-owned subsidiary. This acquisition was designed to leverage Altria's extensive distribution channels and marketing resources to accelerate the adoption of NJOY products among adult smokers and vapers.

The company’s product portfolio includes disposable e-cigarettes and pod-based systems. A key product, the NJOY ACE, is a pod-based vape device. In April 2022, the U.S. Food and Drug Administration (FDA) issued Marketing Granted Orders (MGOs) for the NJOY ACE device and its classic tobacco-flavored pods, making it the only pod-based e-vapor product to receive such marketing authorization from the FDA at the time. This authorization signifies that the FDA determined the products to be "appropriate for the protection of the public health," noting that the aerosol contained lower levels of harmful constituents compared to cigarette smoke. The company's journey has also included significant challenges, such as a landmark lawsuit against the FDA in 2010 which established the legal framework for regulating e-cigarettes as tobacco products, and a period of bankruptcy in 2016 from which the company re-emerged.

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