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TAAT Lifestyle & Wellness Ltd. (CSE: TAAT) (OTCQB: TOBAF) Featured in “Forbes,” Receives First National Mainstream News Exposure
February 12, 2021

TAAT Lifestyle & Wellness Ltd. (CSE: TAAT) (OTCQB: TOBAF) Featured in “Forbes,” Receives First National Mainstream News Exposure

  • “Forbes” highlights TAAT’s journey, value as alternative to tobacco cigarettes for smokers aged 21+
  • Among smokers aged 21+, most prefer smoking experience to vaping, are looking for nonaddictive alternatives
  • TAAT is seeing a pattern of repeat customers, reorders from retailers
  • Famed Reddit stock trader Keith Gill, identified as one of investors behind recent rise of GameStop, listed TAAT ticker symbols in his notebook, which was photographed in news article earlier this month

TAAT Lifestyle & Wellness (CSE: TAAT) (OTCQB: TOBAF), a company that is dedicated to giving smokers aged 21+ a nicotine-free and tobacco-free smoking experience, was featured in “Forbes” on Feb. 3, 2021 ( The article profiles TAAT CEO Setti Coscarella and his professional background in the tobacco industry, as well as his vision for the company as it enters the USD$814 billion global tobacco industry. The “Forbes” article also discusses the value of TAAT as an alternative to tobacco cigarettes.

“I worked with thousands of smokers to better understand the things they liked and the things they didn’t like about smoking, and why they might look for any series of alternative products,” said Coscarella. “The vast majority of smokers are looking for alternatives.”

TAAT is providing those alternatives with its new line of tobacco-free cigarettes, which are known as TAAT and are offered in Original, Smooth, and Menthol varieties. By creating an enjoyable user experience closely emulating how it feels to smoke a tobacco cigarette, TAAT believes it offers smokers aged 21+ a far superior product to vaping, gums, patches and other tobacco-cigarette alternatives. TAAT is currently sold at retail in Ohio under executive leadership straight from the tobacco industry, including Coscarella himself.

Coscarella recognizes the potential in something that delivers the experience of smoking tobacco — but without any actual tobacco. TAAT’s nicotine-free cigarettes provide a nonaddictive solution that seeks to replicate the taste, smell and feel of tobacco.

The “Forbes” article also highlights how inspiration was found in the commercialization strategy of meat product analogues (e.g., Beyond Meat) and the company’s decision to market to meat eaters rather than vegetarians. Coscarella took note and followed suit, positioning TAAT as a tobacco category product for smokers aged 21+ who enjoy smoking but want the choice to leave nicotine behind.

The base material of TAAT, called Beyond Tobacco, undergoes a patent-pending refinement technique to taste and smell similarly to actual tobacco, in addition to mimicking the crackling sound of burning, the physical sensations of inhaling and exhaling, and even forming ashes that can be “flicked” in a similar manner to tobacco ashes. No detail has been overlooked in creating an experience for smokers aged 21+ that is satisfying yet nonaddictive.

The article in “Forbes” notes that Keith Gill, more commonly known by his Reddit handle DeepFuckingValue, had TAAT’s ticker symbols (CSE: TAAT, OTCQB: TOBAF) on his handwritten list, which was published in a separate article. Gill was identified as one of the investors behind the rise of GameStop. 

“It doesn’t matter how you slice the numbers. I could absolutely suck and still do tens of millions of dollars a year in sales,” said Coscarella in the “Forbes” article. “I’m not going to speak for Keith Gill, but if he’s looking at it the same way that I’d be looking at it, it kind of becomes a no-brainer.”

If repeat purchases are an indication, then it is safe to say that the TAAT brand might just be poised to meet these expectations. Approximately 60% of retailers who have carried TAAT for three or more weeks have already reordered, with many placing orders for a greater quantity than the first. There has been a pattern of repeat customers who have requested the brand by name during the second month of retail availability in Ohio (

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NOTE TO INVESTORS: The latest news and updates relating to TOBAF are available in the company’s newsroom at

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