FDA Commissioner Scott Gottlieb announced the plan Wednesday, saying the agency is giving the manufacturers of Juul, Vuse, MarkTen, Blu, and Logic-which make up more than 97% of the U.S. e-cigarette market-60 days to submit their plans, USA Today reports.
The move comes in response to an "epidemic" of young people using e-cigarettes.
Gottlieb reiterated his belief that certain e-cigarette liquid flavors - including sweet ones such as mango and cucumber, popular among teenage Juul users - are particularly enticing and even marketed directly to children.
The proposal, announced on Wednesday, is part of a broader effort to curb teen use of the nicotine devices.
Youth vaping is an "epidemic", as far as the FDA is concerned, and if manufacturers don't submit "robust" plans to prevent kids from getting their hands on flavored e-cigarettes, the agency will take action-possibly going so far as to order the flavored products off the shelves. "We can not allow a whole new generation to become addicted to nicotine".
Shares of British American Tobacco were up almost 6 percent and shares of cigarette-maker Imperial Brands PLC were up more than 3 percent.
Gottlieb announced the agency sent 1,100 warning letters to stores for the illegal sale of e-cigarettes to minors under the age of 18, and issued 131 fines to stores that continued to violate the restrictions on sales to minors.
Gottlieb noted that the FDA continues to support the availability of products to help adult smokers quit, but 'that work can't come at the expense of kids, ' he said.
The owners of Vuse, MarkTen XL, Blu and Logic did not immediately respond to requests for comment.
The agency plans to issue data showing "substantial increase" in youth using e-cigarettes - otherwise known as vaping - this year compared with 2017.
"This could result in a bullet through the head of Juul, the driver of youth initiation", said Nico von Stackelberg, an analyst with Liberum in London, told the news agency.
He also notes that while many adults who use e-cigarettes report that these products helped them stop smoking combustible tobacco, "the benefits of vaping devices for cessation has not yet been borne out at the population level in clinical or observational studies".