NJOY ACE®* and NJOY DAILY® were the first e-vapor products to receive market authorizations from the U.S. Food and Drug Administration (FDA) for both tobacco and menthol variants. Currently, NJOY has one of the only FDA authorized menthol e-vapor products.
This is the corporate website of NJOY, LLC. It does not sell, advertise or offer product promotions.
- About
- Products
- Responsibility
NJOY’s founding mission was to provide adult smokers with an alternative to combustible cigarettes and that ethos continues today.
NJOY’s product portfolio includes NJOY ACE* and NJOY DAILY, the first e-vapor products to receive market authorizations from the FDA for both tobacco and menthol variants.
NJOY has a talented team of employees, high quality products and a commitment to operating responsibly. NJOY continues to serve as a pioneer and thought leader in the e-vapor category.
To reach its maximum potential, the company is building on these strengths, leveraging Altria’s vast sales and distribution network, world-class marketing resources and its relationships with millions of adult smokers 21+ interested in smoke-free alternatives.
NJOY is based in Richmond, VA and Shannon Leistra, President & Chief Executive Officer, leads the company's efforts to responsibly manufacture and market its brands to adult smokers and vapers 21 years of age or older.
NJOY ITC Determination on Patent Infringement Complaint
While we’re encouraged by our progress, we acknowledge the challenges we face from patent litigation and the growing illicit marketplace. Due to orders issued by the International Trade Commission, effective March 31, 2025, NJOY is prohibited from importing, marketing, selling and distributing NJOY ACE devices and pods in the United States. The importation ban on NJOY ACE will significantly limit FDA authorized choices for adult consumers and may undermine public health as consumers continue to turn to the illicit e-vapor market. NJOY is actively working to limit the disruption caused by this ITC action.
*Due to orders issued by the International Trade Commission, effective March 31, 2025, NJOY is prohibited from importing, marketing, selling and distributing NJOY ACE devices and pods in the United States.
All NJOY liquids are sourced and made with the utmost quality. All NJOY e-liquids are blended in the U.S. with domestic and imported ingredients.
U.S. E-Vapor Marketplace & Regulatory Dynamics
The e-vapor category is the largest and most successful smoke-free category for transitioning U.S. smokers away from cigarettes.
Our data show adult smokers 21+ transitioned from cigarettes to e-vapor at over three times the rate of transition to other smoke-free categories.1 This is an encouraging sign and consistent with our belief that most adult smokers are looking for satisfying inhalable alternatives to cigarettes.
We estimate that e-vapor category volume grew by approximately 30 percent in 2024. However, we believe this growth was largely driven by illicit disposable products, which we estimate represent more than 60 percent of the category.
These products are being distributed by companies violating virtually every rule and guidance the FDA has issued since 2016. We're actively engaging with regulators, state and federal lawmakers, our trade partners and other stakeholders to build awareness of this serious issue and drive marketplace enforcement.
U.S. E-Vapor Category Statistics - End of 2024
~19.9M
Adult Tobacco
E-Vapers2
~13.7M
Exclusive Adult
E-Vapers2
~30%
Estimated E-vapor Category
Volume Growth
(equivalized units)3
>60%
of the E-vapor
Category is
Illicit
Products3
The FDA regulates the e-vapor category in the U.S. and the vast majority of the e-vapor products on the market today have not received a Marketing Granted Order (MGO) from the FDA. We believe that the e-vapor category will undergo a multi-year transition period as the FDA makes marketing determinations on all currently pending Premarket Tobacco Applications (PMTAs). As long as these products have a PMTA pending, the products may remain on the market subject to FDA's enforcement discretion. To date, the FDA has issued MGOs for 34 e-vapor products and devices, 10 of which belong to NJOY.
The FDA is primarily responsible for exercising the appropriate enforcement actions against non-compliant manufacturers, distributors, and retailers, including those who continue to sell products that received marketing denial orders and those who failed to file PMTAs.
Unfortunately, the lack of enforcement and irresponsible marketing practices for illicit disposable products are contributing to youth usage.
We remain committed to preventing underage use through our responsible marketing practices, retailing efforts and support of positive youth development programs.
No one under 21 should use any tobacco product, and underage use jeopardizes the tobacco harm reduction opportunity e-vapor presents for adult smokers.
Harm Reduction
For us, Moving Beyond SmokingTM means advocating for a harm reduction future in which the industry is operating within science-based regulation, underage tobacco use continues to decline and adult smokers who can’t or won’t quit are moving to smoke-free products authorized by the FDA.
Today we see:
- overwhelming public support for harm reduction as the best path forward for tobacco products;
- generational lows in underage use of all traditional tobacco products;
- a national minimum age of 21 helping drive down underage use in all categories;
- a scientific consensus that while nicotine is addictive, it’s smoke from combustion that causes most tobacco-related harm2; and
- a growing consensus that prohibition of adult tobacco products is not the right path forward.
NJOY Product Portfolio
NJOY received MGOs from the FDA authorizing the marketing and sale of the following products:
- NJOY ACE* e-vapor device
- NJOY ACE* Pod classic tobacco, 2.4% and 5.0% nicotine by weight
- NJOY ACE* Pod rich tobacco, 5.0% nicotine by weight
- NJOY ACE* Pod menthol, 2.4% and 5.0% nicotine by weight
- NJOY DAILY rich tobacco, 4.5% nicotine by weight
- NJOY DAILY menthol, 4.5% nicotine by weight
- NJOY DAILY Extra rich tobacco, 6.0% nicotine by weight
- NJOY DAILY Extra menthol, 6.0% nicotine by weight
The main ingredients by volume in NJOY's vape liquids are propylene glycol and vegetable glycerin. Additional ingredients include nicotine and flavorings. The liquid in all flavors of the NJOY DAILY and ACE* products also contain lactic acid. All NJOY liquids are blended in the U.S. with domestic and imported ingredients. Additionally, NJOY has a resource to comply with the product disclosure requirements set forth in NY Public Health Law, Article 17. You can access this resource here.
We also hold a contract with the National Institute of Drug Abuse to supply a standard research electronic cigarette for use in independent, government-funded clinical studies.
1 CAGNY Remarks 2025
2 Altria Client Services, Adult Tobacco Consumer Tracking Study, January – December 2024, Age 21+
3 Altria Client Services LLC Adult Tobacco Consumer Tracker (ALCS ATCT). Age 21 or older Q4 2024 prevalence estimates are calculated based on reported past 30-day usage of e-vapor products and are based on January 2024 to December 2024 data.
4 FDA, Nicotine: The Addictive Chemical in Tobacco Products
* Due to orders issued by the International Trade Commission, effective March 31, 2025, NJOY is prohibited from importing, marketing, selling and distributing NJOY ACE devices and pods in the United States.
Preventing Underage Use
We continue to enhance our ongoing support for underage prevention, including through legislative advocacy and retailer engagement. Altria's efforts have included:
- advocating for the enactment of federal and state legislation that, through separate bills, raised the minimum age to purchase tobacco products to 21;
- advocating for legislation that updated the definition of a tobacco product within the U.S. Food, Drug and Cosmetic Act to include any product that contains nicotine, including synthetic nicotine products; and
- providing retailer incentives for the implementation of point-of-sale age-validation technology in approximately 143,000 U.S. retail stores.
After an alarming rise in youth e-vapor rates in 2018 and 2019, we observed a significant decline of past 30-day e-vapor use among middle and high schoolers from its peak of 20 percent in 2019 to 5.9 percent in 2024, according to the 2024 National Youth Tobacco Survey1.
NJOY-branded products were not included among the most often used usual brand among middle and high school e-cigarette users in the survey.
Responsible Marketing
Responsible marketing of tobacco and nicotine products is core to what we do.Our overall approach is to responsibly drive awareness and transition among adult smokers 21+ while limiting the reach to unintended audiences. NJOY’s focus on responsible marketing practices, along with compliance and in-market monitoring, are core to our approach to limit underage access.
The FDA marketing authorizations for NJOY products include marketing restrictions and the FDA evaluates new available data regarding the products through post-marketing records and reports. We're required to report regularly to the FDA information regarding the products on the market, including, but not limited to, ongoing and completed consumer research studies, advertising, marketing plans, sales data, information on current and new users, manufacturing changes and adverse experiences. The FDA may withdraw a marketing order if it, among other reasons, determines that the continued marketing of a product is no longer appropriate for the protection of public health.
Consumer Communications
We work hard to market our products to adult smokers and vapers 21+ and to limit the reach of our materials to unintended audiences, including non-users and people under the legal age to purchase tobacco products.
Age Verification on Brand Communications & Websites
We limit access to njoy.com to adult tobacco consumers 21+. We require consumers to confirm that they are adult tobacco consumers and we use an electronic age-verification process to ensure they are 21 years of age or older. In order to access branded marketing materials on our website, consumers must meet these age requirements.
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Electronic age-verification works by comparing personal information an individual provides against public-records databases and other third-party data sources to find matching records that independently verify the personal information and confirms that the individual is old enough to access the website. If the individual’s age cannot be verified, then they are denied access to the branded marketing portions of our website.
To further prevent underage persons from accessing NJOY's branded website, the website is compatible with age-filtering software. Such software can be used to block access to websites considered unsuitable for children.
We also carefully consider responsible marketing practices as we venture into third-party e-commerce partnerships for our innovative, smoke-free tobacco products. As those partnerships continue to evolve, we are exploring how best to codify our responsibility expectations and monitor adherence to our contractual responsible marketing practices.
Protecting our Consumers' Data
We collect personal information as part of Altria's age-verified adult tobacco consumer database 21+ and we take protecting that data seriously. We continue to make investments in administrative, technical and physical safeguards intended to protect our information systems and data from cyber-threats, including human error and malicious acts. Our safeguards include employee training, testing and auditing protocols, backup systems and business continuity plans, maintenance of security policies and procedures, monitoring of networks and systems and third-party risk.
Product Placement & Copyright Requests
We deny all requests for permission to use, display, pay or endorse NJOY's products or brand imagery in any movies, television shows or other public entertainment media.
This includes denial of requests to use copyright-protected work including information on historical records and advertisements.
* Due to orders issued by the International Trade Commission, effective March 31, 2025, NJOY is prohibited from importing, marketing, selling and distributing NJOY ACE devices and pods in the United States.