According to the news on February 28, according to the Wall Street Journal quoting people familiar with the matter, the Wall Street Journal reported that MO.N (MO.N) was negotiating at least $ 2.75 billion to acquire electronic cigarette startup NJOY HOLDINGINGINGS Inc.

It is reported that NJOY is one of the few electronic cigarette manufacturers. Its products have been permitted by federal regulatory agencies. The transaction may be announced earlier this week, and the negotiations may still break.

NJOY market ranking: the third in the United States, the share of the share

According to the January of the US e -cigarette market share released by Nielson, VUSE's market share rose from 40.7% in the previous report to 41.1%, while Juul fell from 27% to 26.7%.

Throughout 2022, VUSE's market share was 35.7%, while juul was 30.1%. The third -ranking NJOY declines from 2.8% to 2.7%, while the Blu ECIGS of Fontem Ventures remains unchanged at 1.4%.

Aochiya is uncomfortable: investing in juul disaster, losing the right to distribution of IQOS in the United States

The Wall Street Journal reports that if the regulatory milestone is reached, the proposed transactions will receive an additional $ 500 million in income.

People familiar with the matter said that Mudrick Capital Management received a controlling equity of the NJOY Electronic Cigarette after getting rid of the bankruptcy protection in 2017, and it is expected that its investment will be fulfilled when the transaction is completed. When the company's valuation is about $ 40 million, Mudrick holds 51% of the shares. Although the supervision review of adolescent electronic cigarettes continued to upgrade, the investment brought huge benefits to hedge funds in 2019.

A representative of Mudrick refused to comment. Achia spokesman said the company did not comment on rumors and speculation. NJOY did not reply to the news of seeking comments.

According to the analysis, NJOY will add more electronic cigarette professional business to Opi Asia through its electronic cigarette products. Some of them can be sold in the United States under the authorization of the US Food and Drug Administration.

The agency said in April and June last year that some of NJOY's products can continue to sell to Americans, including disposable electronic cigarettes, closed electronic cigarette devices and seasoning cigarettes.

At the same time, as part of the comprehensive review of the electronic cigarette equipment, the FDA rejected the other products of the company headquartered in Scotzdor, Arizona.

Opi Asia, which has sold Monkuria cigarettes in the United States for many years, has been seeking business diversification for many years. It is expanding to smoke -free Nicotine alternative because it is trying to deal with the decline in global smoking rate, which is related to severe health risks.

The previous branch attempts were not smooth. It should have not taken off for the IQOS heating tobacco products sold for Felipimoris International Corporation. Last year, Opiia reached an agreement to sell its rights to PMI. Aochiya also gave up its internal development of products that it had been developing internally when it invested in Juul Labs Inc. for the first time. The investment progress was not smooth, and the agreement ended in September.

Last year, Opi Asia cooperated with the Japanese Tobacco International Corporation to launch a new type of heating and non -combustion equipment, and stated that it plans to announce more details in March.

At the occasion of this potential transaction, this Marlboro manufacturer is looking for alternatives. Earlier, the company's 35% of the shares of JUUL in the past four years, in September, they exercised the Anti -Andry Banning Agreement signed with the JUUL Labs Inc in September Election right.

The Wall Street Journal added that Opi Asia is planning to strip its shares in Juul. As of December 31, Opi Asia's valuation of the shares was $ 250 million.

The Wall Street Journal reports that Jum is preparing to apply for bankruptcy protection in Chapter 11, while looking for alternatives that can avoid applying, such as selling, investment or loans.

Aochia's stock price closed down 1.3% to $ 46.54.

In July, the Wall Street Journal reported that NJOY has hired bankers to sell the company and added that the valuation of this private company may be as high as $ 5 billion.

NJOY has three products through PMTA, which can be legally sold in the United States

On April 27 last year, the US FDA approved a modern cigarette -based electronic cigarette product for the first time. This product is used together with high -strength nicotine salt supplement. The agency today released the NJOY ACE device and three supplementary packages marketing licenses, allowing them to sell legally in the United States.

NJOY is known for its bomb -based e -cigarette NJOY ACE. Its popular watermelon and blueberry supplementary installation has been prohibited from the FDA's new policy. According to the Wall Street Journal, fruit flavor accounts for about 70% of the company's sales.

ACE authorization shows that federal regulatory agencies do not oppose the use of high -intensity products to use nicotine salt electronic oil. The previously authorted electronic cigarette products were VUSE SOLO (and supplementary cigarette bomb), as well as Logic Power and Logic Pro. None of these products are modern -based equipment such as NJOY ACE and replenishment equipment to provide effective steam and nicotine transportation.

The authorized products are:

NJOY ACE device, priced at $ 9.9

NJOY ACE POD Classic Tobacco 2.4%(or 24 mg/ml) nicine

NJOY ACE POD Classic Tobacco 5%(or 50 mg/ml) nicotine

NJOY ACE POD is rich in tobacco 5%(or 50 mg/ml) nicotine

FDA authorization increases the value of NJOY

NJOY's high potential value comes from the status of electronic cigarette manufacturers with a modern electronic cigarettes authorized by the company with FDA authorized in the United States. The agency authorized NJOY ACE late April last year to grant NJOY to sell the equipment and its tobacco -flavored supplementary package.

NJOY's convenience store/gas station market in the e -cigarette market accounts for about 3% of the market share.

FDA also authorizes NJOY to sell its first -time, cigar -like e -cigarette NJOY DAILY. It is the only one -time electronic cigarette equipment reviewed by the agency so far.

Compared with the main competitors manufactured by Jum Labs and RJ Reynolds (Vuse), NJOY ACE's current market share is very small. However, none of these companies have been approved by FDA -based products, and Jum is facing the problem that FDA is about to withdraw from the market.

The fewer products authorized by FDA, the higher the potential value of NJOY.

For companies that consider entering the e -cigarette market of the convenience store, buying products that have been authorized by FDA are obviously the best choice.

For existing participants, the acquisition of NJOY will also allow a possible competitor to withdraw from the field, although a company with multiple major brands may face anti -monopoly challenges.

NJOY's history: pioneer of electronic cigarettes

NJOY, Inc. was founded by Mark Weiss, a lawyer in Arizona, and is a pioneer of the American electronic cigarette industry. It sold the first generation of electronic cigarettes as early as 2007.

When the FDA began to be detained (from multiple companies) in 2009, it claimed that these products were unprecedented drug/delivery systems. keep active.

NJOY, Inc. applied for bankruptcy in 2016. The reorganized company NJOY LLC came into being. The hedge fund Mudrick Capital Management held a majority equity and has been operating NJOY since then.

NJOY's purchase price is expensive?

To be honest, the third largest electronic cigarette brand, which has a market share of only 3%in the US market, can give at least 2.75 billion US dollars of acquisition prices in the year of Aochia. Intersection And also obtained 3 PMTA listing and sales permits, which can be sold for the price.

Based on Opi Asia's valuation of US $ 250 million in the investment of the JUUL part, Juul's current valuation is US $ 758 million.

The number one VUSE e -cigarette is unable to calculate independent valuation because it belongs to British and American tobacco.

U.S. -listed company, the current domestic market value is US $ 3 billion.

The acquisition price of NJOY, the third place in the United States, actually surpassed the market value of China's top spot in China. Opiya is really rich.