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`HEALTH AND SCIENCE
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`Popular e-cigarette Juul’s sales have surged almost 800
`percent over the past year
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`PUBLISHED MON, JUL 2 2018-2:33 PM EDT
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`UPDATED TUE, SEP 11 2018-2:24 PM EDT
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`Angelica Peebles
`@IN/ANGELICAPEEBLES/
`@ANGELICAPEEBLES
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`KEY POINTS
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`Juul e-cigarettes’ sales are booming.
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`Juul Labsis raising $1.2 billion, valuing the companyat $15 billion, Bloomberg reported
`last week.
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`Public scrutiny has grown as Juul has become so popular the product’s use is described
`as a verb, “Juuling.”
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`RPA
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`JLI Ex. 2028, Page 1 of 5
`JL’'S CONFIDENTIAL BUSINESS INFORMATION SUBJECT TO PROTECTIVE ORDER
`JLI-NJOY-ITC1368-02013602
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`JLI Ex. 2028, Page 1 of 5
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`Conveniencestores sport signs boasting they sell Juul devices and pods. The e-cigarette has
`becomeso popularit even has its own verb: “Juuling.”
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`The company,Juul Labs,is raising $1.2 billion, valuing the companyat $15 billion, Bloomberg
`reported last week. The staggering valuation comesjust one year after spinning out from parent
`company Pax Labs, which makessimilar devices for cannabis, and three years since the Juul
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`device was introduced.
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`Juul’s dollar sales have skyrocketed 783 percent in the 52 weeks ended June 16, reaching $942.6
`million, according to a Wells Fargo analysis of Nielsen data. The e-cigarette category as a whole
`grew 97 percent to $1.96 billion in the sameperiod.
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`Juul’s sales surged 882 percentin the most recent four-weekperiod, boosting its market share to
`68 percent. That’s up from 27 percentfor the four weeksthat ended Sept. 9, 2017, according
`Nielsen data Juul labs provided CNBC in October.
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`To compare, the second-largest player, BritishAmericanTobacco _, captured just 12 percent of
`dollar share in the most recentperiod.
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`JLI Ex. 2028, Page 2 of 5
`JL’'S CONFIDENTIAL BUSINESS INFORMATION SUBJECT TO PROTECTIVE ORDER
`JLI-NJOY-ITC1368-02013603
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`JLI Ex. 2028, Page 2 of 5
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`Yetas Juul’s sales have increased, so has public scrutiny.
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`The devices are popular with young people who can hidethe sleek devices from parents and
`teachers. Podsfilled with nicotine liquids are available in sweetflavors like creme brulee and
`mango,whichcritics say appeal to young people, not the adult smokersJuulsaysit’s trying to
`convince to switch.
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`also stepped upits undercoverefforts to see whetherretailers are illegally selling to minors.
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`Juulinsists its products are meantfor adult cigarette smokers, not kids and people who have
`never used tobacco. The company has pledged $30 million over the next three years to research,
`youth and parent education and community engagementefforts. Earlier in June,Juulsaidit
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`would stop featuring models on its Instagram, Facebook and Twitter accounts andstart featuring
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`former smokers who have switched.
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`TRENDING NOW
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`A 12% retirement return assumptionis ‘nuts, expert says. Here’s a realistic rate to expect
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`JLI Ex. 2028, Page 3 of 5
`JL’'S CONFIDENTIAL BUSINESS INFORMATION SUBJECT TO PROTECTIVE ORDER
`JLI-NJOY-ITC1368-02013604
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`JLI Ex. 2028, Page 3 of 5
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`Stocks rise on Friday, putting the S&P 500 inches away from new record close
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`Alex Soros says a Trump win is a done deal for the Davoselite — but they’re always wrong
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`The 10 fastest-growing jobs in the U.S.right now—many can be remote and pay over
`$100,000
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`JLI Ex. 2028, Page 4 of 5
`JL’'S CONFIDENTIAL BUSINESS INFORMATION SUBJECT TO PROTECTIVE ORDER
`JLI-NJOY-ITC1368-02013605
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`JLI Ex. 2028, Page 4 of 5
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`JLI Ex. 2028, Page 5 of 5
`JL’'S CONFIDENTIAL BUSINESS INFORMATION SUBJECT TO PROTECTIVE ORDER
`JLI-NJOY-ITC1368-02013606
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`JLI Ex. 2028, Page 5 of 5
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