Juul Labs expands JUUL2 flavour range
October 4, 2025
Juul Labs UK has broadened its JUUL2 flavour portfolio with the launch of four new single-fruit pod options: Mango, Apple, Watermelon and Lychee.
Rolling out from 3 October across major retailers, wholesalers, convenience stores and via juul.co.uk, the new range complements Juul’s existing tobacco and menthol pods. The company said the additions are based on consistent research showing that flavour variety plays a key role in helping adult smokers switch to vaping and stay smoke-free.
“Our carefully curated, focussed portfolio of tobacco, menthol, and new single-fruit flavours has been designed to help adult smokers accelerate their switching journey,” Melissa Wisdom, Managing Director of Juul Labs UK, said.
“Juul’s priority remains providing a high-quality, effective, and responsible alternative for adult smokers. Our updated portfolio is a testament to our dedication to ensure every product in our portfolio serves our core mission.”
Juul Labs highlighted that while around six million adults in the UK still smoke, vaping remains one of the most effective tools for quitting. The JUUL2 system, launched in 2021, has recorded strong success rates among users switching completely from cigarettes after 12 months.
Richard Cook, Juul Labs UK Commercial Director, added that the company has “invested significant R&D” in developing the new flavours, ensuring they align with adult preferences and comply with Juul’s strict standards to prevent youth appeal.
“We will continue to monitor the performance of our products and ensure the range on the shelf is the most suitable for retailers and adult smokers,” he said.
Two-pod refill packs will be available across all retail channels, while four-pod packs will be sold through selected key accounts. The recommended prices are £6.99 for a 2-pack, £13.99 for a 4-pack, £9.99 for the Starter Kit (including Virginia Tobacco and Crisp Menthol), and £6.99 for the Device Kit.
Juul Labs confirmed that promotional activity will take place in select wholesalers during the rollout, with retailers encouraged to contact their Juul representatives for point-of-sale materials.
