By Timothy S. Donahue
Top Takeaways:
- Juul Labs UK is expanding the JUUL2 system with a new Peach flavor, rolling out nationally from Jan. 1.
- The launch builds on the October 2025 introduction of four single-fruit JUUL2 flavors and reflects continued flavor expansion.
- Juul Labs says the peach variant is aimed at adult smokers seeking flavored alternatives to cigarettes.
Juul Labs UK has expanded its JUUL2 flavor portfolio with the launch of a new Peach variant, continuing its strategy of offering regulated flavor options for adult smokers in the UK market.
The company said the JUUL2 Peach pods will roll out nationwide from Jan. 1 through major retailers, wholesalers, and convenience stores. The flavor is positioned as an adult-oriented option that delivers a crisp, lightly sweet experience for smokers looking to transition away from combustible cigarettes.
The launch follows Juul Labs’ introduction of four single-fruit JUUL2 flavors — Mango, Watermelon, Apple, and Lychee — in October 2025, marking a steady expansion of the system’s flavor range under the UK’s regulated vaping framework.
The company noted that the UK government continues to recognize vaping’s role in helping adult smokers switch away from cigarettes and has acknowledged that flavor availability is an important factor in that transition, according to media reports. The company said the Peach flavor is intended to complement existing JUUL2 offerings for adult consumers.
JUUL2 Peach pods will be sold in two-pack refill kits across all retail channels, with four-pack refill kits available at select key accounts. Recommended retail prices remain unchanged across the JUUL2 range: £9.99 for the Starter Kit (including Virginia Tobacco and Crisp Menthol pods), £6.99 for the Device Kit, £6.99 for two-pack refill kits, and £13.99 for four-pack refill kits.
Retailers can obtain point-of-sale materials through Juul Labs representatives.
Melissa Wisdom, commercial director at Juul Labs UK, said the Peach launch reflects the company’s continued focus on responsible flavor expansion while staying within regulatory boundaries.
“Following the launch of our four single fruit flavours in October, we’re delighted to continue our expansion by bringing JUUL2 Peach pods to market to offer adult smokers a broader range of flavour options to support their switching journey,” Wisdom said.
The company reiterated that JUUL2 products are intended only for adult smokers and are not risk-free, underscoring that non-smokers and young people should not use nicotine products.
