Juul has had an extremely tough year so far
Altria invested $12.8 billion in the company in 2018 for a 35% stake
The move comes as Juul is hit with more lawsuits alleging they target teens
Several top executives have left the company
Juul has been dealing with a tough regulatory environment
This new contender makes for a potentially heated battlefield
Juul has committed to spend $500,000 on the campaign
Juul has switched its marketing to show it as a healthy alternative
Should Juul go through with it's plans, its first store would be in Texas
North Carolina's attorney general filed the lawsuit