Milly Gaines
Coca-Cola's first diet soft drink was Tab, introduced in 1963 and discontinued in 2020. Tab was popular in the 1960s and 1970s as an alternative to Coca-Cola, with several variations, including fruit-flavoured, root beer, and ginger ale versions. The drink was the best-selling diet soda in 1982, but its popularity declined after the introduction of Diet Coke that same year. Diet Coke was marketed as a great-tasting soft drink that happens to have one calorie, rather than as a diet drink that tastes great, and it quickly became the number one diet soft drink brand in the US.
| Characteristics | Values |
|---|---|
| Name | Tab |
| Introduced | 1963 |
| Discontinued | 2020 |
| Coca-Cola's First Diet Drink | Yes |
| Popular in | 1960s, 1970s |
| Sweetener | Cyclamate, Saccharin, NutraSweet |
| Flavours | Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, Orange |
| Caffeine-Free Version Introduced | 1983 |
| Tab Clear Introduced | 1992 |
| Tab Energy Introduced | 2006 |
| Tagline | "Just For The Taste Of It" |
Explore related products
What You'll Learn
- Coca-Cola's first diet drink was Tab, introduced in 1963
- Tab was popular in the 1960s and 1970s as a sugar-free alternative to Coca-Cola
- Tab was the best-selling diet soda in 1982, but its popularity declined after the introduction of Diet Coke
- Diet Coke was introduced in 1982 and marketed as a great-tasting soft drink with few calories
- Tab was discontinued in 2020 due to underperformance, while Diet Coke remains popular
Coca-Cola's first diet drink was Tab, introduced in 1963
Tab was originally sweetened with a mixture of cyclamate and saccharin. However, after the Food and Drug Administration (FDA) issued a ban on cyclamate in 1969, sodium saccharin was used as the beverage's primary sweetener. In the 1970s, Coca-Cola introduced six variety flavors of Tab (all of which were also sugar-free): Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange.
In 1982, Coca-Cola introduced Diet Coke, which marked the beginning of the end for Tab. Tab's popularity began to decline, and Diet Coke soon became the No. 1 diet soft drink brand in the US. In 1984, Nutrasweet was introduced into the Tab formula, which alienated a significant portion of its market and resulted in numerous consumer complaints regarding a perceived change in flavor.
Despite the introduction of Diet Coke and changes to its formula, Tab retained something of a cult following in the United States, with customers purchasing about 3 million cases in 2008. However, in October 2020, Coca-Cola announced that it was discontinuing Tab, bringing an end to Coca-Cola's first diet drink.
Kickstarting Your Slow Carb Diet Journey
You may want to see also
Explore related products
$17.99 $22.95
Tab was popular in the 1960s and 1970s as a sugar-free alternative to Coca-Cola
Tab was Coca-Cola's first-ever diet drink, introduced in 1963. It was popular in the 1960s and 1970s as a sugar-free alternative to Coca-Cola, with a variety of flavours including root beer, ginger ale, and several fruit-flavoured options. Tab was the first drink of its type to become very popular across the US, and it remained the best-selling diet soda in 1982.
In the 1970s, Coca-Cola introduced six variety flavours of Tab (all of which were also sugar-free): Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. Tab was also available in Australia during the 1960s to 1980s, and in the United Kingdom from the late 1970s to the mid-1990s.
However, Tab's popularity began to decline after the introduction of Diet Coke in 1982. Early consumer taste tests revealed that Diet Coke was preferred over the competition, and both drinks were sweetened with saccharin, the only approved non-caloric sweetener at the time. Diet Coke was marketed as a great-tasting soft drink that happened to have one calorie, rather than as a diet drink, broadening its appeal.
In 1984, Coca-Cola introduced Nutrasweet into the Tab formula, which alienated a significant portion of its market and resulted in numerous consumer complaints regarding a perceived change in flavour. Tab's popularity continued to wane in the face of competition from Diet Coke, and in 2011, Coca-Cola reported producing approximately 3 million cases of Tab that year, compared to 885 million cases of Diet Coke.
In October 2020, Coca-Cola announced that it was discontinuing Tab, bringing an end to the brand's nearly six-decade-long run.
Boost Your Fiber Intake: Easy Ways to Relieve Constipation
You may want to see also
Explore related products
Tab was the best-selling diet soda in 1982, but its popularity declined after the introduction of Diet Coke
Tab was Coca-Cola's first diet drink, introduced in 1963. It was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. It was the best-selling diet soda in 1982. However, its popularity began to decline after the introduction of Diet Coke in the same year.
In the 1970s, Coca-Cola introduced six variety flavors of Tab (all of which were also sugar-free): Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. A caffeine-free version of the original Tab flavor was introduced in 1983, alongside caffeine-free versions of Coca-Cola and Diet Coke. Tab was also available in Australia from the 1960s to 1980s and in the United Kingdom from the late 1970s to the mid-1990s.
Despite its popularity, Tab faced several challenges. In 1984, Coca-Cola introduced Nutrasweet into the Tab formula, which alienated a significant portion of its market due to a perceived change in flavor. In the early 1970s, studies linked saccharin, Tab's main sweetener, to bladder cancer in rats, leading to mandated warning labels on products containing the sweetener. These factors likely contributed to the decline in Tab's popularity, as consumers sought alternative diet drinks, such as Diet Coke.
The introduction of Diet Coke in 1982 was a significant turning point for Tab. Diet Coke quickly gained popularity and became a preferred choice for many consumers. The Coca-Cola Company positioned Diet Coke as a great-tasting soft drink with only one calorie, rather than solely focusing on it as a diet drink. The company also invested in marketing and advertising, creating a catchy tagline, "Just for the Taste of It," that resonated with consumers.
While Tab retained a cult following, with loyal fans purchasing about 3 million cases in 2008, it could not compete with the rising popularity of Diet Coke. In October 2020, Coca-Cola announced that it was discontinuing Tab, along with several other underperforming brands. Despite its eventual decline, Tab played a significant role in the history of diet soft drinks and left its mark on the beverage industry.
Shelters' Preferred Choice: Hill's Science Diet for Healthy Pets
You may want to see also
Explore related products
Diet Coke was introduced in 1982 and marketed as a great-tasting soft drink with few calories
Tab was the first diet drink produced by the Coca-Cola Company. Introduced in 1963, it was the first drink of its type to become very popular across the US. However, Tab's popularity began to decline in 1982 with the introduction of Diet Coke.
Diet Coke was Coca-Cola's second diet drink, and it was introduced in 1982. It was marketed as a great-tasting soft drink with few calories. The initial can design included bold red letters against a white background with diagonal pinstripes. The tagline "Just for the Taste of It" communicated that Diet Coke was a product that emphasised sheer pleasure and great taste, not just part of a diet regimen. This positioning was a strategic decision, as the team behind Diet Coke wanted to broaden its appeal beyond those dieting or watching their calorie intake.
The Diet Coke project was a risky move for Coca-Cola, as Tab was the moneymaker at the time, and there was a concern that Diet Coke would cannibalise its sales. However, the team's research concluded that the market for diet soft drinks was growing three times faster than the rest of the category, and Diet Coke was seen as the right product for the right time.
The introduction of Diet Coke was supported by a strong marketing campaign, with a TV commercial filmed at Radio City Music Hall in New York and an ad campaign crafted by Steve Norcia and his team at SSC&B. The campaign positioned Diet Coke as a new product that no one had ever seen before, and the team's mantra, "Just for the Taste of It", drove decision-making on everything from packaging graphics to billboards.
The launch of Diet Coke was a success, and it quickly became the No. 1 diet soft drink brand in the US, overtaking Tab. Today, Diet Coke remains a popular product for Coca-Cola, with approximately 885 million cases produced in 2011 compared to 3 million cases of Tab.
Intermittent Fasting: Fad Diet or Sustainable Weight Loss Method?
You may want to see also
Explore related products
Tab was discontinued in 2020 due to underperformance, while Diet Coke remains popular
Tab was the first diet soft drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 and was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. Tab was the best-selling diet soda in 1982. However, its popularity began to decline with the introduction of Diet Coke in the same year.
Diet Coke was initially marketed as a "great-tasting soft drink that happens to have one calorie, rather than as a diet drink that tastes great". The tagline "Just for the Taste of It" communicated the product's taste and became the team's mantra. Diet Coke was also the first diet soft drink to emphasise sheer pleasure and great taste, rather than being part of a diet regimen.
Despite the introduction of Diet Coke, Tab retained a cult following, with three million cases produced in 2011. However, this was a significant decrease compared to the 885 million cases of Diet Coke produced in the same year. In 2020, Coca-Cola announced that it was discontinuing Tab, along with several other underperforming brands, including Coca-Cola Life, Delaware Punch, and Diet Coke Feisty Cherry. The decision to discontinue Tab was made as part of Coca-Cola's efforts to streamline its brands and focus on those with the most relevance and potential.
While Tab was discontinued due to underperformance, Diet Coke has remained popular since its introduction in 1982. It continues to be a well-known and widely consumed product, with a strong market presence and recognition.
Kick-start Your Keto Diet: A Beginner's Guide
You may want to see also
Frequently asked questions
Tab (stylized as TaB) was a diet cola soft drink produced and distributed by the Coca-Cola Company, introduced in 1963 and discontinued in 2020.
Tab was discontinued in 2020 as part of Coca-Cola's efforts to scale back on underperforming brands. Tab's popularity began to decline in 1982 with the introduction of Diet Coke.
Yes, in the early 1970s, studies linked saccharin, Tab's main sweetener, with bladder cancer in rats. This led to the United States Congress mandating warning labels on products containing the sweetener. However, the label requirement was later repealed when no plausibility was found for saccharin causing cancer in humans.
In May 1984, Coca-Cola introduced Nutrasweet into the Tab formula, which alienated a significant portion of its market and resulted in numerous consumer complaints regarding a perceived change in flavor.
