“We plan to continue investing behind NJOY's value proposition and equity to build awareness and generate trial.”

In context

“tially with consumables increasing by 14.7% and devices by 80%. To generate trial in the second quarter, NJOY paired equity messaging about its attractive product proposition with promotional support and saw compelling results at retail. For the second quarter, NJOY's retail share of consumables was 5.5 share points, up 1.3 share points sequentially. NJOY's retail share of consumables grew in each over the past 9 months. We're also encouraged by NJOY's device share which we believe is an important indicator of trial and a potential leading indicator of longer-term adoption. As a result of trial focused investments in the second quarter, NJOY expanded its share of devices in the multi-outlet and convenience channel to 25.4 share points, more than doubling its share of devices sequentially. We plan to continue investing behind NJOY's value proposition and equity to build awareness and generate trial. At retail, approximately 2/3 of fixture resets are now complete and we've amplified NJOY's visibility and secured premium positioning through its trade program. NJOY is also reaching increased numbers of adult consumers through its events infrastructure and digital marketing programs. Through these engagements and NJOY's equity campaign, we can continue to position NJOY as a competitive alternative for adult smokers and vapors to responsibly grow NJOY over the long term. On the regulatory front, in June, NJOY received marketing granted orders from the FDA for 4 menthol e-vapor products. NJOY has the first and only menthol e-vapor products authorized by the FDA, a significant accomplishment for the NJOY team and a testament to the quality of NJOY's robust science and evidence-based applica”