BUSINESS

Coca-Cola is discontinuing Tab after nearly 60 years

Oct 16, 2020, 8:49 AM | Updated: 9:23 am
From CocaColaCompany.com...
From CocaColaCompany.com

    (CNN) — RIP, Tab.

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 isn’t alone in culling its brand lineup, as food and beverage companies are cutting back on their product offerings during the pandemic to make their operations more efficient and meet growing demand for their most popular items.

The company said its beverage overhaul was already under way before Covid-19, but the pandemic prompted the company to fast-track changes. 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.

Tab’s 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.

In announcing Tab’s end, Coke noted the zero-calorie sparkling beverage category has changed significantly in recent years, both in terms of its core consumer base and preferences. Retiring products 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.”

The-CNN-Wire
™ & © 2020 Cable News Network, Inc., a WarnerMedia Company. All rights reserved.

Today’s Top Stories

Business

In this undated photo released by Toyota Motor Corp., its bZ4X vehicle is shown during an online pr...
YURI KAGEYAMA AP Business Writer

Toyota recalls electric car for faulty wheel that may detach

The "bz" in the recalled model's name, as well as others in the works, stands for a "beyond zero" series, including sport-utility vehicles of all sizes, pickup trucks and sportscars, according to Toyota.
2 days ago
A model wears a creation as part of the Giorgio Armani men's Spring Summer 2023 collection presente...
COLLEEN BARRY

Gucci unveils ‘HaHaHa’ collaboration with Harry Styles

Gucci has teamed up with Harry Styles for a between-season collection that infuses tailoring with adolescent joy. The collection is titled “HaHaHa.”
6 days ago
A now hiring sign in an Arby's window.; the Utah employment summary for May showed a slight slowing...
Amie Schaeffer

May’s Utah employment report showing signs of inflation impact

The employment rate in Utah remains steady but may be showing signs of inflation's impact, according to the state's May employment summary.
9 days ago
Attic fire in Cowabunga Bay building....
Mark Jones

Cowabunga Bay Water Park set to reopen Thursday after fire last weekend

Following a building fire last weekend, Draper's Cowabunga Bay Water Park is scheduled to reopen to the public on Thursday.
11 days ago
Utah airbnb rentals rising interest rates affecting millennial home buyers...
Dan Bammes

One realtor sees “signs of hope” in Utah housing market

With home listings up and home sales down, one Utah realtor is encouraged about the future of the Utah housing market, leading to what she calls "signs of hope."
12 days ago
Some executives are keeping their employees home in a way to save money and possibly help lower the...
Heather Kelly

Working from home could help bring down gas prices

Some businesses are having employees return to working remotely as a way to have money on gas, and possibly help lower gas prices.
16 days ago

Sponsored Articles

Tax Harassment...
Jordan Wilcox

The best strategies for dealing with IRS tax harassment | You have options!

Learn how to deal with IRS tax harassment. This guide will teach you how to stop IRS phone calls and letters, and how to handle an IRS audit.
spend a day at Bear Lake...
Bear Lake Convention and Visitors Bureau

You’ll love spending the day at Bear Lake | How to spend a day at Bear Lake

Bear Lake is a place that needs to be experienced. Spend a day at Bear Lake.
Curb Appeal...
Price's Guaranteed Doors

How to have the best of both worlds for your house | Home security and curb appeal

Protect your home and improve its curb appeal with the latest security solutions like beautiful garage doors and increased security systems.
Prescription opioids can be disposed of during National Prescription Take Back Day...
Know Your Script

Prescription opioid misuse | How to protect your family from the opioid epidemic

Studies have shown that prescription opioid misuse has increased since COVID-19. So what do you need to know about these opioids?
Follow @ikeyospe...

Tax Tuesday: The Most Common Mistakes People Make When Filing Their Taxes

Fortunately, for most average earners, they will not end up owing overpayments received for the Child Tax Credit in 2021.
Follow @ikeyospe...

Tax Tuesday: How will last year’s child tax credits affect you?

Fortunately, for most average earners, they will not end up owing overpayments received for the Child Tax Credit in 2021.
Coca-Cola is discontinuing Tab after nearly 60 years