Embattled Juul Labs, the e-cigarette brand facing the brunt criticism surrounding the vaping crisis, announced on Thursday it will be ceasing sales of non-tobacco, non-menthol flavored products in the U.S.
According to a statement released by Juul, the suspended flavors include Mango, Creme, Fruit, and Cucumber, pending a review by the Food and Drug Administration (FDA).
“We must reset the vapor category by earning the trust of society and working cooperatively with regulators, policymakers, and stakeholders to combat underage use while providing an alternative to adult smokers,” wrote the company's recently hired CEO K.C. Crosthwaite.
Crosthwaite, a veteran of tobacco giant Altria, replaced Kevin Burns who stepped down in late September as the scrutiny into vaping products intensified. The company has also ceased advertising and lobbying efforts during a review of the company’s policies.
To date, there have been more than two dozen deaths associated with the illness and more than 1,400 people across the U.S. have been diagnosed with EVALI, the name now being used by the Centers for Disease Control and Prevention to indicate vaping-related lung injury.
The number of people diagnosed is expected to rise, according to the CDC, with new cases being reported every day.
Juul notes in its statement that flavored vape products were only available in the U.S. through its web storefront, which features an age verification check.