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Tab cola has officially been discontinued

Image: The Coca-Cola Company

The Coca-Cola Company has announced it will officially retire "select underperforming products" by the end of the year. One classic soda getting the chop? Tab, the company's first diet drink.

Tab is certainly not alone, however, as the company noted that 200 individual brands will no longer be sold. While regional offerings like Northern Neck Ginger Ale and Delaware Punch may not be mourned by many, Tab was a significant part of American culture.

Soft drinks with artificial sweeteners had been around since at least the 1950s, with brands like No-Cal initially marketing to diabetics. But Tab introduced zero sugar soda to a mass market, bringing with it seductive advertising enticing drinkers, especially women, to drink Tab in order to lose weight.

With the launch of Diet Coke in the early 1980s, Tab's popularity began to fade. But it still had a loyal following, allowing it to stick around for the next 40 years.

At its height in the late '60s and early '70s, the "one crazy calorie" cola expanded to include many different flavors like orange, black cherry, strawberry and root beer.

For some, it was their number one choice while others would rather drink almost anything else. Are you sad to see Tab go or did you forget it was even still around?


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