NJOY Electronic Cigarettes is said to be currently sitting at the top of the e-cigarette market in the US. They sell prefilled, non-refillable cartridges with low capacity batteries. Recently NJOY received a 20 million dollar investment from Catterton Partners, the leading consumer-focused private equity firm, to further promote their business.
NJOY claims to promote responsible use of electronic cigarettes, and does so by focusing on retail sales. Recently, NJOY became the first independent electronic cigarette company to support the nationally recognized We Card Program and join its Manufacturers Advisory Council.
Doug Anderson, president of The We Card Program, explained that ;
"We Card is a widely-embraced national training program that has incorporated FDA’s recommendations for content, curriculum, extensive record keeping, government health message and more into its training program. Training employees using We Card could mean lower FDA fines and penalties if infractions do occur"
According to the Steve K Blog,
""We Card" is a training program geared toward helping retailers comply with restrictions on selling products to minors. The program also includes enhanced record keeping among other things to keep retail employees from selling tobacco products to minors."
However, what is certainly to cause controversy in the vaping communities is NJOY's stance on staying clear of flavour varieties such as strawberry, chocolate and other fanciful flavourings.
"Our mission [is to be] the most responsible e-cig company," said Anise. "Our strategy has been to police where the product is going to be, rather than where it is now."
It's one of the reasons that, unlike many e-cig companies, NJOY opts to stay out of the broader flavor game and produces only tobacco and menthol flavored products. While there is undoubtedly an adult market for flavored products, it's not a market NJOY believes will exist once the FDA asserts guidance for e-cigs.
"We believe that e-cigs--or any tobacco products--that are chocolate or strawberry, a reasonable person could conclude it might appeal to an underage consumer," Anise said. "Because of that, we have no interest; we don't want the risk of attracting the underage buyer. We don't think it's right for us and we don't think it's right for the category."
While pretty much any e-cigarette vendor will not sell to minors, and in some cases even prohibit website access to minors, NJOY are the first to officially join a program that seeks to enforce this.
With the largest electronic cigarette company in the US, that sells only pre-filled, non-refillable cartridges with low capacity batteries, and with minimal flavour choices, bowing in anticipation of future strict FDA regulations, some vapers may feel that this could pave the way to the end of more popular and economical vaping setups such as mixing one's own nicotine liquids with various flavours, glycerin ratios and nicotine concentrations, and using longer lasting refillable cartridges.