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Fontem US, Inc., blu Submit Comments in Response to FDA Draft Guidance for the Regulation of Electronic Nicotine Delivery Systems


Fontem agrees, without equivocation, that youth should not use vaping products or any tobacco or nicotine-containing products, and supports reasonable, effective, data-driven regulation of the marketing and sale of all tobacco products to support that goal.

Charlotte, N.C., May 1—Fontem US, Inc. (Fontem) leader in next generation nicotine products and marketer of blu™ electronic cigarettes, submitted comments to the Federal Register docket on the FDA’s recent draft guidance related to certain “deemed” tobacco products, including electronic nicotine delivery systems (ENDS). The comments reflect Fontem’s and blu’s support of the agency’s stated goals of clearing a path for those adults who want to reduce use of combustible tobacco products while simultaneously keeping nicotine-containing products out of the hands of youth.

“It is wholly unacceptable that in the last five years, 10% more cigarette smokers think vaping is as hazardous as cigarettes1.  Bad actors, unchecked retailors, and unclear regulations have not only damaged the entire category, but they are also preventing people from making informed choices,” said Antoine Blonde, U.S. General Manager for Fontem. “At Fontem, we are consistent and clear that all ENDS are only intended for adult smokers.  We believe we offer a better alternative to cigarettes and are committed to preventing youth access and use.  Our comments offer a sound and balanced way forward,” continued Blonde.

In addition to offering support for FDA proposals, the comments provide the agency with additional scientific data and literature, including details regarding Fontem US’s four-part Youth Access Prevention Program.  The comments also identify certain concerns regarding the FDA’s approach to regulation, specifically regarding the treatment of flavors, which have been scientifically shown to play a central and important role in achieving the FDA’s goal of migrating cigarette smokers to potentially less harmful nicotine products like ENDS.

To read the comments in full, please click here:

About Fontem US, Inc.
Designed for smokers, by smokers, blu has been a trusted leader of adult consumer satisfaction since launching in 2009. blu’s top priority and mission continues to be exceeding the needs of adult smokers with high quality vapor products and e-liquid flavors. blu is available online and in stores across the four largest vapor markets worldwide, including the USA, UK, France and Italy. The brand is owned by Fontem Ventures, a subsidiary of the Imperial Brands Group, with international headquarters in Amsterdam, the Netherlands and Charlotte, North Carolina. blu adheres and is committed to marketing and advertising standards that ensure all communications are intended for and presented to adult audiences only. To discover blu and experience blu satisfaction, visit

Media Contact:
Kelly Cushman
Senior Vice President of External Affairs

blu was founded in the USA in 2009 and is one of the original e-cigarette brands. It was acquired by Fontem Ventures in 2015. As one of the world’s most recognizable vape brands, blu offers adult smokers’ choice through high-quality e-vapour products and e-liquids.

Nerudia was established in 2013 and became part of Imperial Brands in 2017. It is the home of innovation and technology R&D for Next Generation Products (NGP) which includes e-vapour, heated tobacco and oral nicotine delivery. Nerudia is dedicated to creating a world where smokers have choice.

Fontem Ventures is a subsidiary of Imperial Brands PLC, a global consumer organisation and the fourth largest international tobacco company in the world, operating across 120 markets.

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