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Non Tobacco and Non Nicotine Smokes Introduced: "Bravo".

ATLANTA--(BUSINESS WIRE)--September 18, 1997--Safer Smokes Corp. (Atlanta, Ga., Hackensack, N.J.) introduced "Bravo," a processed lettuce-leaf cigarette replacement with no tobacco or nicotine, today at Atlanta's Academy of Medicine.

Resembling king-sized cigarettes, Bravo smokes (in packs of 20 for $3.50) are intended as a safer replacement for cigarettes and a way to quit smoking.

Bravos are made from fresh wholesome lettuce with natural enzymes and flavorings added, shredded and rolled into smokes on conventional machines.

The patented process is the culmination of a 40-year effort of pharmaceutical researcher Puzant C. Torigian, D.Sc. (75), inventor and president, Safer Smokes Corp.

"The total freedom from nicotine gives Bravo its power to help people stop smoking," said Torigian. "Bravo provides oral, manual and psychological satisfaction during the transition from smoking tobacco to smoking Bravo to not smoking at all."

Safer Smokes procures lettuce from a leading manufacturer of fresh salads. The processed lettuce is treated with enzymes, and cast into sheets, shredded, rolled into smokes, and packaged in Safer Smokes' new Atlanta facility.

The company will soon introduce Bravo in four metropolitan areas where consumers will be offered "Survival Kits" through direct mail promotion together with newspaper ads which direct consumers to health food stores, independent and chain pharmacies.

Bravo smokes began as a challenge to a young Columbia University graduate, presented him by a New York drug-chain owner. Torigian experimented with carrot tops, maple, rhododendron and 200 other leaves in a process of discovery and refinement over nearly 50 years. He holds three U.S. patents for the process.

Torigian, is the scion of a pharmaceutical family, whose father's Torigian Laboratories served U.S. military, VA media centers and New York City hospitals and doctors.

In the 1970s, Torigian manufactured "smokes" from a plant in Hereford, Texas. While the product gained consumer acceptance, it was not a financial success, Torigian recalls, because of logistical problems, high cost of production and marketing errors.

Torigian believes his product was ahead of its time. "Today, the dangers of smoking tobacco are better understood and the need to quit paramount."

CONTACT: Visibility Public Relations

Len Stein or J. Travis


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Publication:Business Wire
Date:Sep 18, 1997
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