FDA goes after e-liquids marketed to look like kids’ juice boxes, candies and cookies


The Food and Drug Administration is taking action against companies that manufacture e-liquids that the FDA says are packaged to resemble children’s juice boxes, candies and cookies.

E-liquids are used in e-cigarette devices.

FDA warning letters were sent to 13 companies, telling them their e-liquid products too closely resembled packing for children’s product and “strongly urges” the companies to review their marketing and packaging for the products.

The companies have 15 days to respond to the FDA letters and indicate what actions they have taken to respond to the FDA’s concerns.

Among the products targeted include “One Mad Hit Juice Box,” “Candy King Batch,” “Patches,” “Pink Sticks,” “V’Nilla Cookies & Milk” and others.

“No child should be using any tobacco product, and no tobacco products should be marketed in a way that endangers kids – especially by using imagery that misleads them into thinking the products are things they’d eat or drink,” said FDA Commissioner Scott Gottlieb. “Looking at these side-to-side comparisons is alarming. It is easy to see how a child could confuse these e-liquid products for something they believe they’ve consumed before – like a juice box. … Companies selling these products have a responsibility to ensure they aren’t putting children in harm’s way or enticing youth use.”

The FDA has a page showing the e-liquid packages in question next to the actual consumer food products being mimicked. That page can be seen here.

The full FDA announcement can be read here.

Copyright 2021 Nexstar Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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