Who owns NJOY?
NJOY is owned by Altria (the United States, NYSE: MO), which has owned the brand since 1 June 2023.[1]
Evidence: Altria Group, Inc. Annual Report on Form 10-K filed 2026-02-25, SEC EDGAR, 25 February 2026. Verified from filings; last checked .
Key facts
- Current owner
- Altria Group, Inc. verified
- Owned since
- Owner HQ
- 🇺🇸 United States, Richmond, Virginia
- Origin
- 🇺🇸 United States
- Category
- Tobacco & nicotine › Nicotine alternatives › Heated tobacco & vapes
- Parent ticker
- NYSE: MO
- Trademark registrant
- NJOY, LLC (USPTO)
- Last verified
- · 2 sources
About NJOY
NJOY is Altria's e-vapor brand, held through its wholly owned subsidiary NJOY, LLC; Altria's acquisition of NJOY Holdings, Inc. closed on 1 June 2023. NJOY's e-vapor products are sold to customers in the United States. As of Altria's 2025 10-K, NJOY ACE, its principal e-vapor product, was subject to a US International Trade Commission exclusion order and cease-and-desist orders prohibiting its importation and sale in the United States, though Altria continues to own the brand.
What Altria's annual report says about NJOY
Sentences about NJOY from Altria's latest annual filing[1], copied word for word.
The products of our operating companies include: (i) smokeable tobacco products, consisting of combustible cigarettes manufactured and sold by PM USA and machine-made large cigars manufactured and sold by Middleton; (ii) oral tobacco products, consisting of MST products manufactured and sold by USSTC and oral nicotine pouches manufactured and sold by Helix; and (iii) e-vapor products manufactured and sold by NJOY.
Total oral tobacco products segment's shipment volume was 732.4 million units in 2025, a decrease of 5.5% from 2024. 1 Table of Contents E-Vapor products: NJOY contracts with third-party importers to supply all of its products and sells its e-vapor products to customers in the United States.
NJOY's product portfolio of tobacco and menthol e-vapor products is covered by marketing granted orders ("MGO") from the U.S. Food and Drug Administration ("FDA").
How often Altria names NJOY in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named more often than it was three years earlier.
Trademark record for NJOY
The USPTO record for the NJOY mark lists NJOY, LLC as the owner of record (serial number 98216824). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[2]
Ownership timeline of NJOY
Where NJOY sits in Altria
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Altria ownership tree →
See the full Altria brand portfolio (9) →
Other brands owned by Altria
Altria controls 9 brands on Brandtree, 9 of them in tobacco & nicotine.
Also in tobacco & nicotine
Other brands in heated tobacco & vapes, and who owns them
The 19 brands in heated tobacco & vapes on Brandtree belong to 10 owners. The largest is Charlie's Holdings, with 4.
| Brand | Owner | Owner based in |
|---|---|---|
| Charlie's Chalk Dust | Charlie's Holdings | 🇺🇸 United States |
| Feiliu | RLX Technology | 🇨🇳 China |
| glo | British American Tobacco | 🇬🇧 United Kingdom |
| blu | Imperial Brands | 🇬🇧 United Kingdom |
| Logic | Japan Tobacco | 🇯🇵 Japan |
| FEELM | Smoore | 🇭🇰 Hong Kong |
| Ispire | Ispire | 🇺🇸 United States |
| lil | KT&G | 🇰🇷 South Korea |
About the owner: Altria
Altria is a publicly listed company headquartered in Richmond, Virginia, United States. Brandtree records 9 brands under its control, and it is listed as NYSE: MO.
Altria Group is a Virginia-incorporated holding company with a leading portfolio of tobacco and nicotine products sold to US adult consumers, operating almost entirely within the United States. Its wholly owned operating subsidiaries include Philip Morris USA (cigarettes), John Middleton (cigars), U.S. Smokeless Tobacco Company (moist smokeless tobacco), Helix Innovations (oral nicotine pouches) and NJOY (e-vapor). Altria was Philip Morris International's parent until PMI's spin-off as an independent company on 28 March 2008.
🇺🇸 NJOY and other American brands
Brandtree records a controlling owner for 2,570 brands that began in the United States. 501 of them (19%) are now controlled by a company headquartered in another country; NJOY is not one of them.
- ALP — Turning Point Brands 🇺🇸
- Backwoods — Imperial Brands 🇬🇧
- Camel — Japan Tobacco 🇯🇵
- Camel (United States) — British American Tobacco 🇬🇧
- Captain Black — Scandinavian Tobacco Group 🇩🇰
- Charlie's Chalk Dust — Charlie's Holdings 🇺🇸
Frequently asked questions
Who is the parent company of NJOY?
The parent company of NJOY is Altria, a publicly listed company headquartered in the United States.
Is NJOY American?
Yes. NJOY originated in the United States and its owner, Altria, is also headquartered in the United States.
Since when has Altria owned NJOY?
Altria has owned NJOY since 1 June 2023.
Is NJOY still owned by Altria?
Yes. As of 29 October 2026, NJOY is still owned by Altria. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Altria Group, Inc. Annual Report on Form 10-K filed 2026-02-25 — SEC EDGAR, SEC Form 10-K, published 25 February 2026; retrieved 21 September 2026.
- [2] USPTO: NJOY, serial 98216824 — United States Patent and Trademark Office, Trademark registry; retrieved 4 October 2026.
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