 In the United Kingdom, tobacco cigarettes are sold in standard plain packaging which limits the ability of brands to visually distinguish their products from those of competitors. TAATTM will be sold in the United Kingdom in colourful packaging similar to the current design found in markets in the United States, and the Company anticipates it will realize a competitive advantage based on the unique appearance of its red, blue, and green packs compared to the drab dark brown packs of leading tobacco cigarettes as specifically mandated under U.K. law. Moreover, after menthol tobacco cigarettes were officially banned in the United Kingdom on May 20, 2020, a market opportunity has emerged among legal-aged smokers in this market who prefer menthol, which could represent an opportunity for the Company to gain market share. In the United Kingdom, tobacco cigarettes are sold in standard plain packaging which limits the ability of brands to visually distinguish their products from those of competitors. TAATTM will be sold in the United Kingdom in colourful packaging similar to the current design found in markets in the United States, and the Company anticipates it will realize a competitive advantage based on the unique appearance of its red, blue, and green packs compared to the drab dark brown packs of leading tobacco cigarettes as specifically mandated under U.K. law. Moreover, after menthol tobacco cigarettes were officially banned in the United Kingdom on May 20, 2020, a market opportunity has emerged among legal-aged smokers in this market who prefer menthol, which could represent an opportunity for the Company to gain market share. 