The fear of Tab-aholics in the US has sadly turned into reality as Coca-Cola has decided to discontinue its iconic diet soda in the country’s market. The Americans, who continued to purchase Tab, will have to enjoy their last sips of the beloved sweetened soda.
The company, on Thursday, announced that it will stop making Tab, along with one more underperforming beverage, Zico Coconut Water. The beverage giant’s decision of taking Tab off the market comes post the company informed last month that it will be cutting over 50 per cent of its 500 beverage brands. In the month of August, Coca-Cola had also said that it will be cutting several employees.
Tab, the first ‘diet’ soda from Coca-Cola, was introduced in the year 1963 and has gone on to become one of the iconic brands over the years. However, sales began falling post the introduction of Diet Coke in 1982.
Tab, since then, has had only a small loyal fan following over past few decades, majorly among those who have grown up along with the brand, said Coca-Cola.
Notably, Coke is not the only company who is discontinuing its brand lineup. Several food & beverage firms are taking off their product offerings due to the ongoing pandemic to make operations more effective and meet the demand for their popular items.