Juul wanted to distance itself from a toxic past. But new evidence depicts a Silicon Valley start-up that harvested the tobacco industry’s technical savvy to launch a 21st-century nicotine arms race.
About the same time, in 1988, Reynolds introduced one of the first-ever aerosol cigarettes: Premier. After five months, it was pulled from the market because of low sales, records show.in 1989, saying he was sending back thousands of dollars’ worth of the aerosol cigarettes to Reynolds.
“Reynolds succeeded in developing the technology, but never really succeeded in turning it into a transformative breakthrough,” said Matthew Myers, the president of the Campaign for Tobacco-Free Kids in Washington, D.C.In this video, available on YouTube, James Monsees and Adam Bowen, then product design students at Stanford University, present their graduate thesis in 2005. The vaporizer, called Ploom, would later evolve into Pax, and in 2015, Juul.
“We can take tobacco back to being a luxury good — and not so much a sort of drug-delivery device,” said Bowen, who went on to become Juul’s co-founder and chief technology officer. “This product is the greatest thing I have ever encountered in my life,” he said. “I will smoke this with enthusiasm, and develop a nicotine habit that will follow me to my grave.”
In response, Juul did not directly address that accusation, but said its product offered a “public health and commercial opportunity of historic proportions” for the millions of adult smokers who die each year from cigarettes.
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