Shares of Altria dipped Thursday after the tobacco giant reported flat earnings due to declining cigarettes sales and challenging competition for newer products, including flavored nicotine pouches.

Days after exiting its stake in troubled electronic cigarette maker Juul Labs, Altria announced a $2.75 billion investment in electronic cigarette startup NJOY Holdings Inc. As part of the deal, tobacco company Altria Group Inc., which makes Marlboro cigarettes, will have full global ownership of NJOY’s e-vapor product portfolio, including pod-based e-vapor product NJOY ACE.