The diversification policy of $MO is a bit weird to me.

They tried with JUUL, and it was a complete debacle; for reasons unknown to me, JUUL got banned from the FDA, while other e-cigarette producers can keep selling without any problem. So the FDA completely killed JUUL, and the money invested by Altria went down the toilet.

Now they are trying NJOY, which is basically the identical product of JUUL, but inexplicable, they have an FDA approval.

How FDA approve/ban e-cigarettes brand is a mystery to me. I am long $MO, and I hope they will make it work this time, but I know too little of this business to get an idea... So I must trust blindly 🙈