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 billion global tobacco industry.
Chief Executive Officer
Prior to joining TAAT™ as CEO, Mr. Coscarella was a lead strategist at Philip Morris International (“Philip Morris”). Holding an MBA from the Schulich School of Business, Mr. Coscarella’s professional experience includes analyst and investment banking roles at three of Canada’s “Big Five” financial institutions, as well as positions in private equity and management consulting. Coscarella also co-founded The Gentlemen’s Expo (“TGE”), an annual consumer show in Toronto that attracted more than 25,000 attendees each year. During his tenure at Philip Morris, Coscarella oversaw a commercialization team and was a lead strategist for Reduced-Risk Products (“RRP”), an emerging category in the industry to offer alternatives to tobacco cigarettes. Coscarella rapidly ascended the ranks at Philip Morris and began advising senior executives on innovative strategies for navigating the route into the Canadian market for the RRP category, which is one of Philip Morris’ fastest-growing categories globally. His leadership and execution led to the launch of numerous successful initiatives that collectively yielded a fivefold increase in leads and purchases for RRP. Between these initiatives and a new business unit created by Coscarella dedicated to the commercialization of RRP in Canada’s challenging regulatory environment, Mr. Coscarella played a significant role in revolutionizing how RRP is marketed in Canada. Applying his tobacco industry acumen to TAAT™, Mr. Coscarella has successfully led the launch of TAAT™ Original, Smooth, and Menthol in Ohio, with plans for potential expansions into other markets already in the works.