Juul Labs Launches Juul2 System In UK

Posted 28th September 2021 by Dave Cross
Launching initially on the Juul.co.uk website on 30 September, the JUUL2 System has been updated from previous versions with new technology and features for adult smokers, including the capability to combat potentially harmful counterfeit and compatible pods.

The JUUL2 features, which are based on feedback from adult smokers, include:

  • A more consistent vapour experience that competes with combustible cigarettes
  • A newly designed JUUL Device with a larger, long-lasting battery, and smart light system, communicating e-liquid level and battery life
  • Newly designed Tobacco and Menthol JUUL2 pods (18 mg/mL nicotine strength)
  • Technology to prevent unauthorized use, such as the inclusion of JUULpod ID to further combat against counterfeit pods

We are pleased to launch the next-generation JUUL2 in the UK,” Juul Labs’ EMEA VP, Dan Thomson said. “A key part of our mission is to transition adult smokers away from cigarettes, the leading cause of preventable death in the world, killing some 90,000 Britons annually.

“We believe the best method to switch adult smokers from combustible cigarettes to a potentially less harmful, non-combustible alternative, is to provide a product that closely resembles the consistency and experience of smoking. With JUUL2, we believe we are taking another step in that direction as we aim to transition even more adult smokers.”

Juul Labs says its product development is informed by “rigorous scientific analysis, the results of which are shared with appropriate regulatory bodies prior to market entry.”

In addition to the upgraded features for adult smokers, JUUL2 also strengthens Juul Labs’ ability to protect against counterfeit products, striking a blow to the illicit trade market of its products, it adds.


Counterfeit products, by definition, are marketed illegally and are often sold without proper age verification standards, which undermines efforts to restrict underage access, and may present additional health and safety risks for adult consumers or contain harmful chemicals.

The company explains that the JUULpod ID feature significantly improves the company’s ability to identify unauthenticated products and prevent use at the device level, and the JUUL2 Device will only work with JUUL2 pods.

Adult smokers wishing to purchase JUUL2 products will continue to go through Juul Labs’ rigorous age-verification process on the Juul.co.uk website, which includes photo-ID age and identity verification,” Juul states.

A retail roll-out is planned for early 2022, and all UK retailers stocking JUUL products will continue to uphold the company’s ‘Challenge 25’ age verification policy, which includes continued mystery shopping audits.”

Thomson continued: “We have focussed our resources on the development of technologies aimed at transitioning smokers and combating unauthorised and underage use and we have a product roadmap in place to accomplish that for years into the future.


“All testing and market launches are preceded by thorough notification and engagement with regulators. The initial user testing has received positive feedback and we look forward to continuing to offer adult smokers further alternatives to combustible cigarettes.”

The introduction of JUUL2 is the latest in Juul Labs’ ongoing reset actions, following the recent launch of export business models in Russia, Ukraine, Italy and the Philippines, giving it a continued footprint in markets where it can work to maintain trust with key stakeholders and explore next generation products.

 Dave Cross
Article by Dave Cross
Freelance writer, physicist, karateka, motorbikes, and dog walker
Liberty Flights