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The brand is currently valued at $3.5 billion

Heated tobacco products (HTPs) - the newest addition to the smoking harm reduction approaches - are an emerging class of nicotine delivery devices that do not burn tobacco

"Our recent marketing efforts exclusively featured adult smokers who shared their personal experiences about switching to Juul products from combustible cigarettes all conveyed in a style, tone and message tailored to current adult smokers," an emailed statement from Juul said

This calculator uses a 7% average annual return (the historical average return of the S&P 500 adjusted for inflation) to project investment growth