Why it matters: Because Juul’s discrete devices are becoming ubiquitous among high school and college students — despite the official age minimum — and could become even bigger if marijuana legalization expands.

Juul spun out from parent company Pax Labs earlier this year and hired Kevin Burns to be its CEO. He’s is a former top partner at private equity giant TPG Capital who left to help turn around yogurt-maker Chobani as COO.

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