NJOY is founded in 2007 as one of the first vape companies in the U.S. and had a turbulent ride before becoming a wholly owned subsidary of Marlboro-maker, Altria in 2023. NJOY hit the headlines for the first-time with a legal victory against the U.S. Food and Drug Administration (FDA) in 2010. The U.S. Court of Appeals ruled that the FDA lacked the authority to regulate electronic cigarettes as drugs or medical devices unless therapeutic claims were made. This decision established the legal framework for the e-cigarette industry, allowing products like NJOY’s to be regulated under the Family Smoking Prevention and Tobacco Control Act of 2009 instead. NJOY became a market leader in the U.S. e-cigarette industry in 2013-14 before facing financial challenges and filing for bankruptcy in September 2016. However, in 2017, a newly formed NJOY LLC acquired the assets of NJOY Inc. and relaunched the brand. Although NJOY remained under the shadow of JUUL and VUSE in the U.S. vape market, capturing only a single-digit market share, Altria Group acquired NJOY for approximately $2.75 billion in cash and additional cash payments of up to $500 million contingent upon regulatory outcomes with the U.S. FDA. Prior to this acquisition, Altria had exited its minority stake in JUUL Labs, citing JUUL’s significant regulatory and legal challenges. The NJOY acquisition provided Altria with full ownership of NJOY’s vape product portfolio, including the family’s best-selling NJOY ACE product. Altria expanded the distribution of NJOY ACE to over 100,000 stores in the U.S. and captured 6.4% vape category share in the traditional retail.
NJOY Products:
NJOY’s product lineup has evolved significantly over the years. In its initial years, NJOY introduced electronic cigarettes designed to mimic the look and feel of traditional cigarettes. These early products were primarily three-piece designs, consisting of a battery, atomizer, and cartridge. As the market progressed, NJOY transitioned to more user-friendly two-piece models, which combined the atomizer and cartridge into a single unit for easier use.
A notable milestone was the launch of the NJOY King in late 2012. This disposable vape was designed to closely resemble a traditional cigarette, featuring a soft paper feel, a squeezable tip, and a flip-case packaging. It was available in both traditional and menthol flavors, with nicotine levels of 4.5% and 3.0% by volume. The NJOY King gained significant popularity, becoming the best-selling vape in the United States and generating substantial revenue in 2013.
Following the success of the NJOY King, the company expanded its product line to include various devices:
– NJOY Daily: A disposable vape offering a convenient option for users
– NJOY Loop: A rechargeable device catering to users seeking a reusable option
– NJOY Ace: A pod-based vape device designed to provide a modern vaping experience.
However, the company faced challenges with the NJOY King 2.0, an updated version of the original King. Launched in late 2013, the King 2.0 did not meet consumer expectations, leading to higher return rates and a decline in sales. This downturn, coupled with increasing competition from major tobacco companies entering the e-cigarette market, contributed to NJOY filing for bankruptcy in September 2016.
After restructuring, NJOY focused on innovation and compliance with regulatory standards. In April 2022, the FDA authorized the NJOY Ace device and its tobacco-flavored pods, marking a significant achievement as the first modern pod-based vaping product with high nicotine strength to receive such authorization. Building on this, in May 2024, NJOY submitted a supplemental Premarket Tobacco Product Application (PMTA) to the FDA for the NJOY Ace 2.0 device. This updated device incorporates Bluetooth-enabled access restriction technology aimed at preventing underage use by authenticating the user before unlocking the device. Alongside, NJOY re-submitted PMTAs for Blueberry and Watermelon flavored pods compatible with the Ace 2.0, emphasizing enhanced age and identity-based access restrictions.
In June 2024, the FDA authorized the sale of menthol vape products from NJOY, marking the first time flavored vapes received such approval. This decision was based on evidence suggesting these products could help reduce health risks associated with traditional cigarette smoking.
As of March 2025, NJOY offers a range of vape products in the U.S. market, primarily focusing on two main categories: the NJOY ACE pod system and the NJOY DAILY disposable vape.
– NJOY ACE Pod System: A closed-system, pod-based vaping device. It utilizes sealed, pre-filled, non-refillable pods. Flavors and Nicotine Strengths: Classic Tobacco (available in 2.4% and 5% nicotine by weight), Rich Tobacco (available in 5% nicotine by weight), Menthol (available in 2.4% and 5% nicotine by weight)
– NJOY DAILY Disposable Vapes: A disposable vape with a prefilled, non-refillable e-liquid reservoir. NJOY DAILY EXTRA is the higher nicotine strength version of the NJOY DAILY. Flavors and Nicotine Strengths: Rich Tobacco (available in 4.5% nicotine by weight for NJOY DAILY and 6% for NJOY DAILY EXTRA), Menthol (available in 4.5% nicotine by weight for NJOY DAILY and 6% for NJOY DAILY EXTRA)
While NJOY has submitted applications for additional flavors, such as Blueberry and Watermelon for the ACE 2.0 device, these have not yet received FDA authorization so far.
User feedback for NJOY ACE:
NJOY Ace has higher battery capacity than its rivals, VUSE Alto and JUUL. NJOY Ace pods are larger than the competetive pods and offer more puffs per pod. Moreover, Altria claims that feedback from smokers & vapers post-product trial is predominantly positive for NJOY ACE.
NJOY ACE device is appreciated for its sleek, minimalist design and portability,fitting effortlessly into various lifestyles. The device’s draw-activated mechanism enhances its user-friendliness, eliminating the need for buttons or complex settings. Relatable user quote: “Designed for simplicity, the NJOY ACE features a draw-activated firing mechanism. There are no buttons or settings to adjust, making it incredibly user-friendly”. The prefilled pods are crafted to provide a consistent and satisfying vaping experience. Relatable user quote: “Each pod is prefilled with premium e-liquid crafted to provide a satisfying and consistent vaping experience”. Battery performance is another aspect where the NJOY ACE shines. Despite its compact size, the device boasts a reliable battery life that supports extended vaping sessions. The convenience of USB charging further adds to its appeal, allowing for quick and easy power replenishment. Relatable user quote: “NJOY’s rechargeable battery ensures reliable performance, allowing you to enjoy extended vaping sessions without interruption”.
However, the NJOY ACE is not without its criticisms. A significant number of users have reported issues with pod performance, particularly concerning leaking and inconsistent quality. Relatable user quote: “The pods leak and ruin the battery, they will on occasion just not hit”. Such experiences have led to concerns about the device’s reliability and overall value. Burnt hits are another commonly reported problem, with some users attributing this to potential wicking issues within the pods. Relatable user quote: “The problem with the NJOY Ace is in the wicking… No one wants to vape a burnt hit!” These issues have prompted users to question the consistency of the vaping experience offered by the NJOY ACE. Quality control appears to be an area needing attention, as users have encountered variability in pod performance across different purchases and locations. Relatable user quote: “Inconsistent performance across different purchases and locations”. This inconsistency has led some users to hesitate in making repeat purchases.
On a positive note, NJOY’s customer service has been described as responsive and attentive. Users have reported prompt assistance when addressing issues, with the company often offering replacements or troubleshooting advice. Relatable user quote: “NJOY is known for its reliable customer service, which is often responsive and attentive to customer needs.” This level of support has been a redeeming factor for some users experiencing product issues.
In summary, while the NJOY ACE offers an aesthetically pleasing design, user-friendly operation, and satisfying flavor options, it is marred by concerns over pod reliability, instances of burnt hits, and quality control inconsistencies. Prospective users may find the device appealing for its design and ease of use but should be mindful of potential performance issues that could impact their overall vaping experience.
Patent dispute with JUUL Labs and removal from the market:
In June 2023, Juul Labs initiated legal action against NJOY by filing complaints with both the U.S. International Trade Commission (ITC) and the U.S. District Court for the District of Arizona. Juul alleged that NJOY’s ACE e-vapor products infringed upon several of its patents and sought to block their importation and sale in the United States. In August 2023, NJOY responded by filing a complaint against Juul with the ITC, asserting that Juul’s e-vapor products infringed on NJOY’s patents and requested a ban on their importation and sale. By August 2024, an ITC Administrative Law Judge issued an initial determination favoring Juul, stating that NJOY’s ACE devices violated Juul’s patents and recommended an exclusion order to prevent their importation.
In December 2024, the ITC upheld this determination, issuing a Limited Exclusion Order and Cease and Desist Orders against NJOY, prohibiting the importation and sale of the infringing ACE products. These orders took effect on March 31, 2025, following a 60-day presidential review period. As a result of these legal proceedings, Altria stopped shipping NJOY’s ACE products to the U.S. market from March 31, 2025. Consumer can continue buying NJOY ACE products as long as the retail inventories last.
Conversely, in March 2025, the ITC terminated Altria’s (NJOY’s parent company) patent infringement action against Juul, concluding that Juul did not infringe upon Altria’s patents.
