After nearly 60 years, Coca-Cola is discontinuing its first-ever diet soda, Tab, which acquired a huge fan base in the '70s and '80s and maintained a small but devoted customer base through the years.
After nearly 60 years, Coca-Cola is discontinuing its first-ever diet soda, Tab, which acquired a huge fan base in the '70s and '80s and maintained a small but devoted following through the years. Tab is one of several "underperforming" products Coke has said it is eliminating from its brand lineup by the end of the year as the company seeks to streamline production and focus on bestsellers.
Coke previously announced that Odwalla juices and Zico coconut water would be among the discontinued brands. The saccharine-sweetened, zero-calorie Tab was initially marketed to women. People familiar with the flavor have described it in terms including"bitter" and"like bad medicine," with a metallic and lingering aftertaste. Read MoreTab's growth was more or less cannibalized when Diet Coke came on the scene in 1982.
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