Well. I guess the ’70s are really over.
Coca-Cola announced today that they are discontinuing production of the diet cola Tab, the first of its kind. The company said its beverage overhaul was already under way before the coronavirus pandemic, but the outbreak prompted it to fast-track changes. Coke previously announced that Odwalla juices and Zico coconut water would be among the discontinued brands
“Tab had an amazing run,” said Robert Bixby, executive director of the Concord Coalition and a longtime Tab enthusiast. Bixby said messages of condolences have been pouring in. “As a business decision I can understand it, but it’s a very sad day … I do feel it’s like losing a friend.”
One-calorie Tab was sweetened by saccharine and initially marketed to women and “beautiful people.” Those familiar with it describe it as “bitter” and “like bad medicine,” with a metallic and lingering aftertaste.
It was wildly popular in the ’70s and with my sister Amy, although its growth was more or less cannibalized when Diet Coke came on the scene in 1982. But Coke kept the brand alive for years for its devotees.
Retiring products like Tab frees the company to invest in its powerhouse Diet Coke and Coke Zero brands.
“This is not a bottom-line efficiency play,” said Brad Spickert, senior vice president of innovation and commercialization. “It’s a top-line growth play.”
What WILL Amy drink at lunch now?