Tab, the Coca-Cola company’s original diet soda brand, is headed to the soda graveyard, joining retired brands such as Like, Leed and Limette.
Coca-Cola has announced that it is discontinuing Tab after 57 years on the market, and fans of the drink will have until the end of December to purchase their last can of nostalgia.
From the beginning, Tab’s story has been one of perseverance. The brand survived initial low sales, the artificial sweetener scares of the 1960s and 1970s, lukewarm enthusiasm for the product at the corporate level and intermittent consumer availability to become – for a brief period – the most popular diet soda in America. Then, of course, Diet Coke came along.