Inventory in Second Iteration of Beyond Tobacco Retail Market Testing Sells Out in Under 72 Hours - Seite 2

With an objective of overcoming the tobacco epidemic, Taat has developed Beyond Tobacco tobacco-free and nicotine-free cigarettes to satisfy the one element that is overlooked by all other producers of tobacco alternatives; familiarity. Tobacco smokers who attempt transitioning to alternatives such as vaping often go back to cigarettes in merely a few weeks or months. Many industry players appear to believe that nicotine is the sole component of a cigarette that inclines them to continue smoking. While nicotine is a highly addictive drug, the relatively low efficacy of cigarette alternatives that contain nicotine (e.g., patches, gums, lozenges, vaping) suggests that consumers of such alternatives tend to abandon them in favour of returning to tobacco cigarettes for reasons besides nicotine. Beyond Tobacco cigarettes are distinguished by their similarity to traditional tobacco cigarettes in respect to their experience, taste, and smoking ritual while delivering a molecule that is far superior to nicotine, a drug that is generally inefficient and does not impart any benefits to the consumer. Taat’s mission is to eliminate the persisting global health issue of nicotine addiction by offering consumers a far better choice than tobacco. The Company intends to continue innovating and providing the market with unique alternatives to tobacco cigarettes by actively seeking to understand pain points for tobacco smokers who aspire to leave nicotine behind, to ultimately drive lasting positive change.

Beyond Tobacco cigarettes are meticulously engineered to closely emulate the experience of smoking a traditional cigarette, which the Company has sought to achieve by using a combustible stick format that can be used in the same manner as a regular cigarette. Despite containing no tobacco, a proprietary blend of tobacco flavouring allows users of Beyond Tobacco cigarettes to enjoy the taste and aroma of tobacco to which they are accustomed. Additional elements of the Beyond Tobacco user experience include an enhanced volume of smoke exhaled and the use of cigarette-style packaging. It is expected that tobacco cigarette smokers could find Beyond Tobacco cigarettes appealing due to their content of cannabidiol (“CBD”, a non-psychoactive derivative of hemp), which has been shown to mitigate tobacco withdrawals and reduce dependency upon tobacco. Along with the “Original” product, Beyond Tobacco cigarettes will also be offered in a “Menthol” variety to appeal to smokers of menthol cigarettes. The Company anticipates that Beyond Tobacco cigarettes will launch in the United States in Q4 2020.