First Production-Scale Batch of Beyond Tobacco Material Completed, Shipped to Manufacturer to Make Commercial Samples

After finalizing the formulation of the Beyond Tobacco base material, the first production-scale batch of the material has been shipped to the Company’s manufacturing partner to produce a run of commercial samples. Such samples are to be given to prospective distributors and wholesalers, as well as potential strategic partners to the Company.

LAS VEGAS and VANCOUVER, British Columbia, Sept. 18, 2020 (GLOBE NEWSWIRE) -- TAAT LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTC: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “Taat”) is pleased to announce that after finalizing the base material formulation for Beyond Tobacco, the first production-scale batch of base material has been shipped to the Company’s manufacturing facility to produce an inventory of commercial samples for Beyond Tobacco, which are to be given to distribution, wholesale, and strategic partners. The formulation of Beyond Tobacco is distinctly characterized by a proprietary refinement method (for which the Company has recently filed a United States patent application, as announced in its September 4, 2020 press release) that causes the material to emit the scent and taste of tobacco when ignited. With a planned U.S. launch in Q4 2020, Beyond Tobacco is a combustible product designed to closely emulate the experience of smoking a tobacco cigarette. With the Beyond Tobacco base material formulation officially finalized, the Company has commenced this production run with the objective of providing Beyond Tobacco samples to prospective distributors and wholesalers as part of the Company’s current and future efforts to cultivate a strong early-stage retail market presence in the United States.

As of 2020, there are approximately 1.3 billion tobacco users worldwide¹, many of whom seek to leave nicotine behind. In the United States, 2018 data from the CDC indicates that 55.1% of adult smokers had attempted to quit in the past year, though only 7.5% successfully quit smoking in that timeframe². The Company’s flagship Beyond Tobacco product contains no tobacco or nicotine, and it anticipates current tobacco smokers could find the combustible “stick” format to be familiar and comparable to the ritual of smoking a tobacco cigarette. The user experience of Beyond Tobacco has been meticulously engineered to closely emulate the sensory elements of smoking legacy tobacco products, to include the scent and taste of tobacco, cigarette-style packaging, and audible crackling as the product burns. Operated under the executive leadership of ‘Big Tobacco’ veterans in strategy and commercialization, Taat seeks to capture market share in the tobacco industry by launching Beyond Tobacco in “Original” and “Menthol” varieties. After obtaining commercial-scale manufacturing capacity, filing a patent application for the Beyond Tobacco base material refinement process, and retaining a full-service investor relations and digital media agency in British Columbia, the Company continues to diligently handle all groundwork that precedes the launch of Beyond Tobacco.