TAAT™ Launches Beyond Nicotine™ Initiative in Light of Impending Federal Anti-Nicotine Regulations to Drive Awareness of TAAT™ Nicotine-Free Alternatives to Tobacco Cigarettes

As reports of the Biden administration’s intent to cap nicotine levels in tobacco cigarettes have circulated throughout the month of April 2021, TAAT™ has launched an initiative titled “Beyond Nicotine™” in an effort to encourage awareness of TAAT™ among smokers aged 21+ in anticipation of these potential regulatory actions. Following a successful retail launch of TAAT™ in Ohio starting in Q4 2020, the Company plans to incorporate “Beyond Nicotine™” messaging into its current brand assets and media properties as well as upcoming launches in new U.S. markets throughout 2021 following a CAD $1.25 million order from a Texas wholesaler last week.

LAS VEGAS and VANCOUVER, April 22, 2021 – TAAT LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQX: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT”) has launched its “Beyond Nicotine™” initiative with an objective of emphasizing the absence of nicotine in its flagship product TAAT™, which is formulated to taste and smell similarly to tobacco despite containing no actual tobacco. On Monday, April 19, 2021, the Wall Street Journal published a report that the Biden administration in the United States is considering enacting a requirement for tobacco companies to reduce nicotine levels in all cigarettes sold nationwide to a level at which they would no longer be addictive1. According to a CNBC report later that day, which covered the apparent negative impact of this announcement on the stock prices of several major tobacco firms (e.g., Altria, British American Tobacco, Philip Morris International), the goal of reducing nicotine levels in cigarettes would be to encourage smokers to give up tobacco or choose alternatives that are considered safer2. In Q4 2020, the Company began commercializing TAAT™ in Ohio, followed by the launch of its e-commerce portal enabling the majority of smokers aged 21+ in the United States to purchase TAAT™ Original, Smooth, and Menthol online for home delivery. 

Based on these impending regulations to lower nicotine levels in cigarettes sold in the United States, the Company has elected to launch Beyond Nicotine™ as an approach to building awareness of TAAT™ as a nicotine-free alternative to tobacco cigarettes for smokers aged 21+. In a press release dated April 14, 2021, the Company announced several key findings from a consumer research study which reflected positive reception of TAAT™, both in concept and as an actual product, which included nearly three quarters of subjects who sampled the product classifying the overall quality as “very good” or “somewhat good”. These sentiments largely reflect in-market performance of TAAT™ to date through in-store and online sales. 

In the promotional graphic above, the Company has incorporated its “Beyond Nicotine™” slogan into its messaging in response to anticipated changes in U.S. regulations which could force tobacco companies to reduce nicotine levels in their cigarette products, potentially creating a competitive advantage for the Company with its nicotine-free alternative to tobacco cigarettes.

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The Beyond Nicotine™ initiative will consist of moderate revisions to the Company’s messaging in its materials and communications and potentially campaigns through various media channels (e.g., online, digital out-of-home, point of sale) which would broadcast the Beyond Nicotine™ slogan to smokers aged 21+ in the United States. As of Thursday, April 22, 2021, the Company has updated certain parts of its consumer-facing website to include Beyond Nicotine™ messaging. Furthermore, TAAT™ has started producing promotional graphics built around Beyond Nicotine™, which the Company intends to strategically place and distribute throughout the tobacco marketplace in light of these potential regulatory changes in the United States relating to nicotine. 

Messaging with the “Beyond Nicotine™” slogan has been added to the Company’s consumer-facing website (http://trytaat.com), where smokers aged 21+ in the United States can learn more about TAAT™ and request a free sample pack or purchase the product by the carton. 

Readers using news aggregation services may be unable to view the media above. Please access SEDAR or the Investor Relations section of the Company’s website for a version of this press release containing all published media.

TAAT™ CEO Setti Coscarella commented, “This announcement from the Biden administration alters the landscape in which we operate as smokers 21+ in the United States will no longer be thinking of nicotine as just something they might be considering leaving behind, but rather something they would soon have no choice but to reduce their intake of at a bare minimum. For several months now, I have been saying how the lack of nicotine in TAAT™ products is one of our best selling points because nicotine is objectively a useless drug. Indeed, tens of millions of smokers aged 21+ in the United States can currently choose between a ‘full-nicotine’ tobacco cigarette or a nicotine-free alternative such as TAAT™. However, it is very possible that later in 2021 the former option may not exist. Smokers aged 21+ now have the opportunity to try, and perhaps switch to TAAT™ and experience the difference that can be had by forgetting about nicotine and keeping the sensations they enjoy. We therefore expect Beyond Nicotine™ to be an important element of our brand in 2021 as the U.S. tobacco industry prepares to potentially take on an unprecedented shift, which we hope to be able to capitalize upon by providing smokers aged 21+ a better and nicotine-free choice.”


1 – Wall Street Journal (April 19, 2021) Biden Administration Considering Rule to Cut Nicotine in Cigarettes

2 – CNBC (April 19, 2021) Tobacco stocks drop on report Biden administration is planning to cut nicotine levels in cigarettes

On behalf of the Board of Directors of the Company,


“Setti Coscarella”

Setti Coscarella, CEO and Director

For further information, please contact:

TAAT™ Investor Relations

1-833-TAAT-USA (1-833-822-8872)



About TAAT Lifestyle & Wellness Ltd.

The Company has developed TAAT™, which is a tobacco-free and nicotine-free alternative to traditional cigarettes offered in “Original”, “Smooth”, and “Menthol” varieties. TAAT™’s base material is Beyond Tobacco™, a proprietary blend which undergoes a patent-pending refinement technique causing its scent and taste to resemble tobacco. Under executive leadership with “Big Tobacco” pedigree, TAAT™ was launched first in the United States in Q4 2020 as the Company seeks to position itself in the $814 billion1 global tobacco industry.

For more information, please visit https://taatglobal.com.


1 British American Tobacco – The Global Market

Forward-Looking Statements

This news release contains “forward-looking information” within the meaning of applicable Canadian securities legislation. Often, but not always, forward-looking information and information can be identified by the use of words such as “plans”, “expects” or “does not expect”, “is expected”, “estimates”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or variations of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur, or be achieved. Forward-looking information in this news release includes statements regarding the potential launch of Beyond Tobacco™, in addition to the following: Potential outcomes and effects of the Company’s Beyond Nicotine™ initiatives. The forward-looking information reflects management’s current expectations based on information currently available and are subject to a number of risks and uncertainties that may cause outcomes to differ materially from those discussed in the forward-looking information. Although the Company believes that the assumptions and factors used in preparing the forward-looking information are reasonable, undue reliance should not be placed on such information and no assurance can be given that such events will occur in the disclosed timeframes or at all. Factors that could cause actual results or events to differ materially from current expectations include: (i) adverse market conditions; (ii) changes to the growth and size of the tobacco markets; and (iii) other factors beyond the control of the Company. The Company operates in a rapidly evolving environment. New risk factors emerge from time to time, and it is impossible for the Company’s management to predict all risk factors, nor can the Company assess the impact of all factors on Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ from those contained in any forward-looking information. The forward-looking information included in this news release are made as of the date of this news release and the Company expressly disclaims any intention or obligation to update or revise any forward-looking information whether as a result of new information, future events or otherwise, except as required by applicable law.

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