Key Points
- Imperial Brands said it will phase out its myblu vaping business in the U.S.
- The company cited prolonged FDA approval timelines for new vape innovations.
- Imperial is shifting its U.S. strategy toward modern oral nicotine products, including Zone.
- Net revenue from next-generation products rose 7.5%, while Americas revenue for the category fell nearly 50%.
- Industry advocates argue that delays in authorizing legal flavored products are fueling the illicit vape market
- The Wall Street Journal previously reported that the White House has been pushing the FDA to approve more flavored vaping products.
2Firsts
May 12, 2026, According The Wall Street Journal, Imperial Brands said it will phase out its myblu vaping business in the U.S., citing prolonged delays in the FDA approval process for new vape products.
In its half-year results released on May 12 for the six months ended March 31, 2026, the company said:
“[Given] the protracted regulatory process to approve new innovations, we have taken the decision to transition our legacy myblu vaping business out of the U.S. market.”
The move highlights growing frustration among international tobacco companies over prolonged uncertainty surrounding FDA vape authorizations, particularly for flavored products.
Regulatory Uncertainty Continues to Reshape U.S. Vape Market
Imperial said continued regulatory uncertainty in the U.S. vape market has weighed on its vaping business.
Industry advocates have argued that the FDA’s reluctance to authorize legal flavored vaping products has fueled demand for illicit disposable e-cigarettes, many of which originate from China.
The Wall Street Journal previously reported that the White House has been pushing the FDA to approve more flavored vaping products, while FDA Commissioner Marty Makary has resisted broader authorizations over public health concerns.
The report said divisions remain within the U.S. administration over tobacco harm reduction, youth vaping risks, and flavored vape policy.
Earlier reporting by The Wall Street Journal also showed that vape maker Glas had spent nearly five years seeking FDA authorization for flavored products. Agency documents indicated FDA scientific reviewers had supported authorization of some flavors before the applications were delayed at the political level.
Imperial Shifts Focus to Oral Nicotine Products
Imperial said it will instead focus on its modern oral nicotine business in the U.S., including the Zone brand, alongside the rollout of new flavors.
The company said the strategic shift was accompanied by promotional activity for Zone products, which affected regional net revenue performance.
Overall net revenue from next-generation products (NGPs), including vaping and oral nicotine products, rose 7.5%, supported by double-digit growth in several international markets.
However, NGP revenue in the Americas region fell nearly 50% year-on-year to 12 million pounds.
Debate Intensifies Over Illicit Vapes and Legal Product Authorizations
Industry advocates say prolonged delays in authorizing legal flavored vaping products are contributing to the growth of the illicit vape market in the United States.
Pro-vaping groups argue that unauthorized disposable e-cigarettes continue entering the market while legitimate manufacturers face extended regulatory delays.
Public health organizations, meanwhile, continue to raise concerns over youth access and the risks associated with flavored vaping products.
Multinational Tobacco Companies Reassess U.S. Strategies
Industry observers say prolonged regulatory uncertainty in the U.S. vape market is prompting multinational tobacco companies to shift investment toward nicotine pouch and oral nicotine categories, where regulatory pathways are viewed as more predictable.
Imperial Brands owns traditional tobacco brands including Davidoff, Gauloises, and JPS.
The company also reported pretax profit of 791 million pounds for the first half, down from 1.30 billion pounds a year earlier, partly due to higher strategic review and legal settlement expenses.
Cover image: Imperial Brands Half-Year Results for Fiscal 2026. | Image source: Imperial Brands
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