Menthol Variety of Beyond Tobaccoa?? to Enter the Global Market as an Alternative to Traditional Menthol Cigarettes

Menthol cigarettes represent US $80 billion out of the US $814 billion global tobacco market, and a 36% share of the U.S. tobacco market alone. With menthol cigarette bans passed in jurisdictions to include Brazil, Canada, and the European Union, the Company has identified unmet demand that could continue to persist as more jurisdictions follow suit. Taat Beyond Tobaccoa?? cigarettes are to be offered in a menthol variety, which can appeal to menthol cigarette smokers. With a near-term planned product launch on track for Q4 2020, TAAT LTD believes Taat Beyond Tobaccoa?? cigarettes are well-positioned to capitalize on current and emerging trends relating to menthol cigarettes.
LAS VEGAS and VANCOUVER, British Columbia, July 03, 2020 (GLOBE NEWSWIRE) -- TAAT LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (FRANKFURT: 2TP2) (the a??Companya?? or a??TAAT LTDa??) has identified a significant opportunity to compete in the menthol cigarettes category of the global tobacco market with its menthol variety of Taat Beyond Tobaccoa?? 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 Tobaccoa?? cigarettes as a better-for-you alternative to traditional cigarettes in an a??Originala?? tobacco flavour, as well as a a??Menthola?? version, neither of which contain nicotine or tobacco. The user experience of Taat Beyond Tobaccoa?? cigarettes is designed to replicate that of a traditional cigarette between the a??sticka?? format, cigarette-style packaging, a proprietary flavouring blend, and an enhanced volume of smoke exhaled. Taat Beyond Tobaccoa?? cigarettes each contain a minimum of 50mg of cannabidiol (a??CBDa??, a non-psychoactive derivative of hemp), which has been shown to mitigate tobacco withdrawals and reduce dependency. Initial retail market testing of Taat Beyond Tobaccoa?? cigarettes, as detailed in the Companya??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 Tobaccoa?? 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 a??throat comforta??. 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.Following several decades of popularity for menthol cigarettes, in 2012 the World Health Organization published guidelines recommending regulation of ingredients that seek to make tobacco smoking more attractive, to include the use of flavours such as menthol6. To date, nationwide bans have been passed in Brazil2 and Canada3, as well as across the European Union7. In February 2020, the United States House of Representatives approved a bill on a 213-195 vote which would include banning cigarette flavouring such as menthol8.
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