Altria tripled Njoy’s footprint in Q2 and secured premium positioning at retail

Altria reported encouraging results for its e-cigarette brand Njoy, as well as rapid expansion of in-store distribution in the second quarter of 2024. The company said it strengthened Njoy’s supply chain, tripled its footprint to over 100,000 stores and secured premium positioning at retail – launching several trial-generating activities.

In June 2024, Njoy received marketing granted orders (MGOs) for four menthol e-vapour products – the first and only menthol e-vapour products authorised by the US Food and Drug Administration (FDA). As negotiated under the terms of its acquisition of Njoy in 2023, upon receiving the MGOs the company made cash payments totalling $250m in July.

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Antonia Di Lorenzo

Assistant news editor/senior reporter
Antonia is a member of the editorial team and holds a masters degree in Law from the University of Naples Federico II, Italy. She moved in 2013 to London, where she completed a postgraduate course at the London School of Journalism. In the UK, she worked as a news reporter for a financial newswire and a magazine before moving to Barcelona in 2019.

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