Dante Carrillo
Coca-Cola's first diet soft drink was Tab, launched in 1963. Tab was Coca-Cola's first zero-calorie drink, sweetened with saccharin and cyclamate. It was the first diet drink of its type to become popular across the US, although it was not the first diet soda ever created. Tab was discontinued in 2024 after 57 years on the market.
| Characteristics | Values |
|---|---|
| Name of Coca-Cola's first diet soft drink | Tab |
| Year of launch | 1963 |
| Ingredients | Saccharin and cyclamate |
| Calories | Zero |
| Target consumers | Diabetics |
| Popularity | Gained popularity quickly |
| Retirement | 2020 |
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What You'll Learn
Coca-Cola's first diet soft drink was Tab, released in 1963
Prior to Tab, early diet drinks like No-Cal, Diet Rite, and Dr. Pepper's diet beverage were marketed locally to diabetics rather than the general population of dieters. As a result, Tab is considered the first successful diet soda.
In 1982, Coca-Cola introduced Diet Coke, which caused Tab sales to decline. Over the years, Tab's market share dwindled, and in 2024, Coca-Cola retired the brand as part of an effort to streamline its portfolio and cut underperforming brands.
Today, Diet Coke is the company's primary focus in the US, although Tab is still sold in many countries worldwide.
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Tab was a low-calorie, low-sugar drink
Coca-Cola's first diet drink was Tab, a low-calorie, low-sugar beverage. It was released in 1963 and was the first drink of its type to become popular across the US. Tab was Coca-Cola's response to the success of Royal Crown Cola's Diet Rite, which had been marketed in 1958. Tab was sweetened with saccharin and cyclamate, which gave it a bitter aftertaste. Despite this, the drink was popular among dieters, and its success prompted other manufacturers to launch their own diet drinks. Pepsi, for example, introduced Patio Diet Cola (later renamed Diet Pepsi), and Dr. Pepper released a drink that is now known as Diet 7 Up.
Tab was not the first diet soda on the market, as No-Cal by Kirsch Bottling was released in 1952. However, these early products were focused on offering refreshments to diabetics rather than offering low-calorie drinks to general consumers. Tab was the first diet drink to achieve widespread success and gain popularity among dieters.
Over the years, Tab's market share dwindled, and by 2019, its sales made up only about 1% of the Coca-Cola portfolio. Despite this, the drink retained some passionate devotees, and a Tab shortage in 2018 caused self-described 'Tab-aholics' to stockpile their favourite beverage. However, Coca-Cola ultimately discontinued Tab in 2024 as part of its plan to streamline its portfolio and cut underperforming brands.
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It was the first popular diet drink in the US
Coca-Cola's first diet drink was called Tab, launched in 1963. It was the first popular diet drink in the US, with sales growing quickly. Tab was originally intended for diabetics, but it became popular among dieters seeking a low-calorie, low-sugar alternative to traditional sodas.
Tab was the first successful diet soda in the US, with early products like No-Cal by Kirsch Bottling and Diet Rite by Royal Crown Cola being marketed locally to diabetics. Tab was the first diet drink to be marketed to the general population of dieters, and its success pushed other manufacturers to rush to the market with their own diet drinks.
Tab was Coca-Cola's response to the success of Diet-Rite Cola by Royal Crown Cola, which was launched in 1958 and targeted weight-conscious consumers, particularly women. Diet-Rite combined two artificial sweeteners, cyclamate and saccharin, to achieve a taste closer to regular cola while containing zero calories.
Tab also used saccharin and cyclamate as sweeteners, creating a zero-calorie drink. However, these early diet sodas often left a metallic, bitter taste that lingered on the tongue, and consumers compared the aftertaste to medicine or chemicals. Despite this, Tab was a popular drink in the US, especially among those trying to look fancy, and it remained on the market for 57 years before being retired in 2020.
The launch of Tab marked a significant moment in the history of diet soft drinks, as it was the first diet drink to achieve widespread popularity in the US and shaped how diet sodas were made and sold for the next fifty years.
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Tab was discontinued in 2024 after 57 years
Tab, Coca-Cola's first diet soft drink, was discontinued in 2024 after 57 years on the market. Tab was first introduced in 1963 as the company's first zero-calorie drink, sweetened with saccharin and cyclamate. The beverage was popular among dieters and was the first diet drink to achieve widespread popularity in the US. However, over the years, Tab's market share dwindled, and by 2019, its sales made up only about 1% of the Coca-Cola portfolio.
Tab was not the first-ever diet soda, but it was the first to achieve mainstream success. Early diet drinks such as No-Cal by Kirsch Bottling, Diet Rite by Royal Crown Cola, and a diet drink by Dr Pepper were all marketed locally to diabetics rather than the general population of dieters. Tab's introduction in 1963 marked a turning point, with its popularity extending beyond diabetics and into the mainstream market.
Following Tab's release, other manufacturers quickly rushed to release their own diet drinks. Pepsi released Patio Diet Cola, later renamed Diet Pepsi, and Dr Pepper released a drink initially called Like, which is now known as Diet 7 Up after its recipe was changed due to a ban on cyclamate sweeteners by the US government.
Despite its long history and devoted fanbase, Tab ultimately fell victim to Coca-Cola's efforts to streamline its portfolio and cut underperforming brands. In 2018, a Tab shortage caused self-described "Tab-aholics" to stockpile the beverage, and petitions to save the drink were circulated. However, Coca-Cola's decision to retire Tab was finalized in 2024, marking the end of an era for this pioneering diet soft drink.
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Tab was discontinued due to dwindling sales
Tab was Coca-Cola's first diet soft drink, launched in 1963. It was one of the first diet drinks ever available on supermarket shelves, and it quickly rose to popularity. However, despite its initial success, Tab was eventually discontinued due to dwindling sales.
In 1982, Coca-Cola introduced Diet Coke, which became the company's primary diet cola offering. Diet Coke was meant to better approximate the familiar flavor of Coca-Cola Classic without the sugar. It was sweetened with aspartame, while Tab was sweetened with saccharin, which had been publicized as a cancer-causing substance. As a result of the shift in marketing efforts towards Diet Coke, Tab's sales began to decline.
In addition to the competition from Diet Coke, Tab also faced increasing competition from other diet soda options, such as Diet Pepsi and Diet Dr. Pepper. The rise of controversies surrounding its ingredient usage, including the potential harms of saccharin, also damaged the product's reputation and further contributed to the decline in sales.
Over time, Tab's fanbase dwindled, and the drink became less and less available in stores. Eventually, Coca-Cola made the decision to discontinue Tab in 2020. While the drink is no longer produced, it still holds a special place in the hearts of its loyal fans, who are advocating for its return.
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Frequently asked questions
Coca-Cola's first diet soft drink was called Tab.
Tab was launched in 1963.
Tab was launched as a low-calorie, low-sugar beverage targeted at dieters and diabetics.
Tab was the first successful diet soda, becoming very popular across the US. However, sales dwindled over the years, and it was eventually discontinued in 2024 after 57 years on the market.
