It's the end of an era.
On Tuesday (October 17), Coca-Cola announced it will be retiring Tab—the brand's first ever diet soda. Tab will no longer be available for purchase by December 31, 2020.
Originally released in 1963, Tab was marketed to women as a low calorie alternative to Coca-Cola. The drink paved the way for Diet Coke to one day hit shelves. According to Delish, Diet Coke is now the most popular no-calorie sparkling soda brand in the United States.
“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,” Kerri Kopp, the group director for Diet Coke at Coca-Cola North America, said in a press release. “If not for Tab, we wouldn’t have Diet Coke or Coke Zero Sugar. Tab did its job.”
In addition to Tab, Coca-Cola will also phase out Coca-Cola Life, Diet Coke Feisty Cherry, Odwalla (announced in July), and Zico Coconut Water. Coca-Cola's international portfolio will be axing Kuat (Brazil) and Vegitabeta (Japan).