Key Points
- JUUL2 at NACS: Juul Labs prominently displayed its JUUL2 e-cigarette system alongside existing JUUL products at the 2026 NACS Show in Las Vegas.
- FDA Authorization: The JUUL2 device and Virginia Tobacco and Polar Menthol pods received FDA marketing authorization in August 2026.
- Product Upgrades: Booth materials claimed 20% longer battery life and 70% more e-liquid compared with the original JUUL system.
- Age Verification: A TruAge-branded sign appeared at the booth, reflecting an initiative Juul Labs has publicly supported since 2021.
- Retail Promotions: Juul promoted weekly mobile coupons available through JUUL.com to age-verified adult nicotine consumers for use at participating stores.
2Firsts
Las Vegas, October 8, 2026
Juul Labs highlighted its JUUL2 e-cigarette system at the 2026 NACS Show in Las Vegas, alongside existing JUUL products, age-verification messaging and mobile coupons for adult nicotine consumers, 2Firsts observed at the exhibition.
The NACS Show runs October 6–9, with the exhibition taking place October 7–9 at the Las Vegas Convention Center.
JUUL2 Product Display
JUUL2 featured prominently in the booth's promotional screens, product showcases and retail merchandising displays.
On August 28, 2026, the U.S. Food and Drug Administration (FDA) announced marketing authorization for the JUUL2 device and two pod products, Virginia Tobacco and Polar Menthol. The authorized pods contain 18 mg/mL of nicotine, equivalent to approximately 1.5%–1.6%.
According to the booth's promotional materials, JUUL2 offers 20% more battery life and 70% more e-liquid than the original JUUL device. Four LED indicators display battery and e-liquid levels, pod authenticity and app connectivity.
Juul Labs also highlighted its PodID authentication technology and an optional smartphone app for age-verified adults aged 21 and older. According to the company's August 28 statement, the app provides device information and allows users to lock a paired JUUL2 device.
A large merchandising wall displayed existing JUUL products under "CONSISTENCY" signage, while the JUUL2 section was marked "COMING SOON."
Age Verification and Retail Promotions
Age verification was another prominent theme at the booth. A TruAge-branded sign reading "Proud Sponsor" appeared near the reception area, while a wall display emphasized Juul Labs' stated mission to move adult smokers away from combustible cigarettes and combat underage use of its products.
TruAge is a digital age-verification system developed by the National Association of Convenience Stores (NACS) and Conexxus to help retailers verify customers' ages at checkout.
Juul Labs announced its support for TruAge in October 2021. The retail verification system is separate from JUUL2's optional app-based device-locking feature.
2Firsts will continue reporting from the NACS Show on tobacco and nicotine products, retail developments and regulatory issues in the U.S. market.
Cover image: Juul Labs' booth at the 2026 NACS Show in Las Vegas. (Photo: 2Firsts)
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