🔴TAAT LIFESTYLE & WELLNESS (CSE: TAAT) (FRANKFURT: 2TP2)✅
Channel: RICH TV LIVE
Date: 04/07/2020

🔴TAAT LIFESTYLE & WELLNESS (CSE: TAAT) (FRANKFURT: 2TP2)✅    - RICH TV LIVE - JULY 3, 2020 - TAAT LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (FRANKFURT: 2TP2) (the “Company” or “TAAT LTD”) has identified a significant opportunity to compete in the menthol cigarettes category of the global tobacco market with its menthol variety of Taat Beyond Tobacco™ cigarettes. At a global level, the menthol cigarette category was valued by Grand View Research at USD $80 billion in 2018, with a predicted compounded annual growth rate of 3.1% between 2019 and 20251. Despite this projected growth, the Company believes that there is significant unmet demand which can potentially continue to be unmet as several government bodies worldwide have banned or have sought to ban menthol cigarettes, which began with a nationwide ban being passed in Brazil in 20122, with Canada following closely thereafter finalizing a federal ban on menthol cigarettes in October 20173. Characterized by a unique cooling sensation from menthol (a substance derived from plants such as peppermint and spearmint), menthol cigarettes are believed by many smokers to be less harmful than traditional tobacco cigarettes, although according to the U.S. National Cancer Institute there is no evidence to substantiate this notion4.

The Company has developed Taat Beyond Tobacco™ cigarettes as a better-for-you alternative to traditional cigarettes in an “Original” tobacco flavour, as well as a “Menthol” version, neither of which contain nicotine or tobacco. The user experience of Taat Beyond Tobacco™ cigarettes is designed to replicate that of a traditional cigarette between the “stick” format, cigarette-style packaging, a proprietary flavouring blend, and an enhanced volume of smoke exhaled. Taat Beyond Tobacco™ cigarettes each contain a minimum of 50mg of cannabidiol (“CBD”, a non-psychoactive derivative of hemp), which has been shown to mitigate tobacco withdrawals and reduce dependency. Initial retail market testing of Taat Beyond Tobacco™ cigarettes, as detailed in the Company’s June 29, 2020 press release, yielded overwhelmingly positive responses from users, whose anecdotes formed a general consensus that there were no significant experiential differences between Taat Beyond Tobacco™ cigarettes and legacy tobacco products.

Menthol, which is also commonly used in non-tobacco products such as lozenges, ointments, and candy, was first added to cigarettes in the 1920s. The tobacco industry presented menthol cigarettes as a supposedly healthier alternative to regular cigarettes, which was part of a strategy to target beginner smokers who had health concerns regarding smoking4. Kools, the first major brand of menthol cigarettes, was founded in 1933 and gained a 2.2% market share by 1935 with the purported benefit of “throat comfort”. Beginning in the mid-1950s, tobacco producers also began offering menthol cigarettes under standalone brands, including R.J. Reynolds (Salem), Lorillard (Newport, Spring), and Philip Morris (Alpine)5.

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