Dante Carrillo
Tab was the Coca-Cola Company's first diet drink, introduced in 1963 and discontinued in 2020. It was initially marketed to consumers who wanted to keep tabs on their weight. Tab was popular in the 1960s and 1970s as an alternative to Coca-Cola, and it was the best-selling diet soda in 1982. However, its popularity declined with the introduction of Diet Coke in 1982, and despite retaining a cult following, it was eventually discontinued.
| Characteristics | Values |
|---|---|
| Brand | Coca-Cola |
| Type | Diet drink |
| Year of Launch | 1963 |
| Year of Discontinuation | 2020 |
| Taste | Crisp citrus, tart, a little spicy, lemony |
| Sweeteners Used | Cyclamate, saccharin, sucralose, aspartame |
| Nutritional Information | Low-calorie, low-sugar |
| Target Audience | Consumers wanting to keep tabs on their weight |
| Popularity | Bestselling diet cola of the 1970s and 1980s |
| Availability | United States, US Virgin Islands, Southern African Customs Union, Norway, Canada, Spain, Australia |
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What You'll Learn
Tab was Coca-Cola's first diet drink, launched in 1963
The name "Tab" was chosen from a list of over 185,000 four-letter words with one vowel, generated by the company's IBM 1401 computer. The name was a fun play on words, encouraging consumers to keep tabs on their weight. The drink was marketed to "beautiful people" alongside luxe images of chandeliers and caviar.
Tab was popular throughout the 1960s and 1970s as an alternative to Coca-Cola, and several variations were made, including fruit-flavoured, root beer, and ginger ale versions. It was the bestselling diet cola of the 1970s and 1980s, and by the early '80s, it was a best-seller. However, Tab's popularity began to decline in 1982 with the introduction of Diet Coke, which consumers preferred due to its flavour profile being closer to the original Coca-Cola. Despite this, Tab retained a cult following, with some loyal fans creating the Save Tab Soda campaign to convince the company to reverse its decision to discontinue the drink.
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Its popularity peaked in the 1970s and 1980s
Tab was created in 1963 by Coca-Cola as its first low-calorie cola beverage. It was marketed to consumers who wanted to "keep tabs" on their weight. Despite initial low sales, Tab's popularity grew in the 1970s and 1980s. It was the best-selling diet soda in 1982, the same year Diet Coke was introduced.
In the 1970s, Tab expanded its line with six new flavors, including fruit-flavored, root beer, and ginger ale versions. The Coca-Cola Company also experimented with other variations and flavors, such as Tab Clear, which was discontinued within a few years due to declining sales. In 1983, a caffeine-free version of Tab was launched, followed by Tab Energy in 2006, which was a more powerful energy drink similar to Red Bull.
Despite facing health scares in the 1970s due to the use of cyclamate and saccharin as artificial sweeteners, Tab managed to survive and thrive during this period. Studies in the early 1970s linked high volumes of these sweeteners to the development of bladder cancer in rats, leading to a mandated warning label on products containing saccharin. However, this did not seem to deter consumers, and Tab continued to be a popular choice for those seeking a diet beverage.
In the 1980s, Tab capitalized on the growing health consciousness, particularly within the female market. Its marketing campaigns focused on the low-calorie content of the drink, tapping into the fitness craze of that decade. The simple tagline highlighted that Tab was a smart choice for consumers who wanted to maintain their figure without sacrificing taste. This strategic marketing helped Tab attract a younger demographic and contributed to its success during this time.
However, Tab's popularity began to decline in the early 1980s with the introduction of Diet Coke in 1982. Diet Coke quickly dominated the low-calorie beverage market, offering a flavor profile closer to the original Coca-Cola but without the sugar. Tab's market share gradually dwindled, and by 2019, its sales made up only about 1% of the Coca-Cola portfolio. Despite this, Tab retained a loyal following, with some customers stockpiling the drink during a shortage in 2018 and circulating petitions to save it from discontinuation.
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It was reformulated several times
Tab, the Coca-Cola Company's first diet drink, was launched in 1963. It was initially sweetened with a mixture of cyclamate and saccharin. However, in 1969, the Food and Drug Administration (FDA) banned cyclamate, deeming it a cancer-causing chemical. This prompted the company to reformulate Tab, replacing cyclamate with sodium saccharin as the primary sweetener.
Despite this setback, Tab went on to enjoy immense popularity in the 1970s and 1980s, becoming the bestselling diet cola of that time. However, its success was short-lived as Diet Coke entered the market in 1982, capturing consumers' interest with its flavour profile, which was closer to the original Coca-Cola but without the sugar.
In 1982, Tab underwent another reformulation, this time introducing Nutrasweet, also known as aspartame. However, loyal Tab drinkers protested the change in the drink's flavour, and the company was forced to revert to the previous recipe.
Tab faced further challenges in the early 1970s when studies linked saccharin, its main sweetener, to bladder cancer in rats. This led to a mandate from the United States Congress requiring warning labels on products containing saccharin. Although the label requirement was later repealed when no direct link between saccharin and cancer in humans was established, it likely contributed to a decline in Tab's popularity.
Despite these reformulations and setbacks, Tab retained a loyal following, with some considering it the closest in taste to the original Coca-Cola formula among the company's diet offerings. However, in late 2020, after a 57-year run, Coca-Cola ultimately decided to discontinue Tab as part of a strategy to streamline its portfolio and focus on core brands.
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Tab was discontinued in 2020
Tab was a diet cola soft drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 as the company's first low-calorie cola beverage. Tab was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. It was also the best-selling diet soda in 1982.
However, Tab's popularity began to decline in 1982 with the introduction of Diet Coke. By 2011, Coca-Cola reported that it had produced approximately 3 million cases of Tab that year, in contrast to 885 million cases of Diet Coke.
In October 2020, Coca-Cola announced that it was discontinuing Tab, along with several other beverages, as part of its efforts to scale back on under-performing brands during the COVID-19 pandemic. The company shifted its focus to a few core brands and new product innovations.
The decision to discontinue Tab left thousands of loyal Tab drinkers devastated, and some even formed committees, such as the #SaveTabSoda committee, to try to bring back their favorite drink. Despite these efforts, Coca-Cola stopped producing Tab at the end of 2020, bringing its 57-year production run to an end.
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Some fans are campaigning to bring it back
Tab was the Coca-Cola Company's first low-calorie cola beverage, introduced in 1963. It was the company's original diet soda brand and was marketed to consumers who wanted to "keep tabs" on their weight. Tab was popular in the 1960s and 1970s as an alternative to Coca-Cola and became the best-selling diet soda in 1982. However, its popularity declined with the introduction of Diet Coke in the same year. Despite this, Tab retained a cult following, with three million cases produced in 2011.
In 2020, after 57 years on the market, Coca-Cola announced that it would be discontinuing Tab. The decision was made as part of the company's efforts to streamline its portfolio and focus on a few core brands. The news of Tab's discontinuation came as a blow to its loyal fans, who had already experienced shortages of the drink in 2018 and had circulated petitions to save it.
Even after the discontinuation, some fans remain devoted to the brand and are campaigning to bring it back. The #SaveTabSoda committee, for example, is a group of superfans who are determined to see their favourite drink back on shelves. These fans describe Tab as having a unique taste that is similar to the original Coca-Cola classic formula but without the calories. They also highlight its role as a cultural icon in the 1970s and 1980s.
The efforts of these fans to bring back Tab include stocking up on the drink whenever they find it, sending daily emails to the company with justifications for its continued production, and participating in campaigns and documentaries that showcase their dedication to the brand. While it is unclear if these efforts will be successful in bringing back Tab, they demonstrate the strong connection that some people have formed with this diet drink over the years.
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Frequently asked questions
Yes, Tab was the Coca-Cola Company's first low-calorie cola beverage.
Tab was launched in 1963.
Tab was discontinued in 2020 due to declining sales. The Coca-Cola Company was trying to streamline its portfolio and cut underperforming brands.
Tab was marketed to consumers who wanted to "keep tabs" on their weight. It was popular in the 1970s and 1980s and became a cultural icon during that time.
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