Coca-Cola has announced it will retire Tab diet soda by the end of the year.
The company said it is retiring “underperforming products by Dec. 31” including Tab and Zico coconut water as well as its Odwalla products, Coca-Cola Life and Diet Coke Feisty Cherry.
“TaB broke new ground in 1963 when it was introduced as The Coca-Cola Company’s first-ever ‘diet’ soft drink,” the company said.
“Initially marketed to women, the saccharine-sweetened, zero-calorie soda became a cultural icon in the 1980s and maintained a small but loyal following over the last few decades, primarily among fans who grew up with the beloved brand. TaB is also sold in South Africa.”
“We’re forever grateful to TaB for paving the way for the diets and lights category, and to the legion of TaB lovers who have embraced the brand for nearly six decades,” said Kerri Kopp, group director, Diet Coke, Coca-Cola North America, in a statement.
“If not for TaB, we wouldn’t have Diet Coke or Coke Zero Sugar. TaB did its job. In order to continue to innovate and give consumers the choices they want today, we have to make decisions like this one as part of our portfolio rationalization work.”
The company said that removing some products, such as the Odwalla line, “frees up resources to invest in growing trademarks like Minute Maid and Simply and fund the launch of promising innovations like Topo Chico Hard Seltzer, Coca-Cola Energy and AHA flavored sparkling water.”
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