In 1982, Coca-Cola introduced Diet Coke, which immediately stole Tab’s thunder with a taste that was palatable to a broader audience. Tab’s sales dropped steadily over the next 38 years.

In 1963, the Coca-Cola Company produced its first diet beverage and called it TaB Cola. More than half a century later, the soft drink maker has decided to retire the soda brand. Fans have taken ...

In 1963, the Coca-Cola Company produced its first diet beverage and called it TaB Cola. More than half a century later, the soft drink maker has decided to retire the soda brand. Fans have taken ...

By 1975, Coca-Cola was developing a new low-calorie cola and introduced Diet Coke in 1982. TaB sales have not been consistent and Coca-Cola has announced it will discontinue TaB by December 31.

A can of the stuff even popped up in Rambo: First Blood Part II. Throughout the '70s and early '80s—until that interloper Diet Coke came along—Tab was the number one diet cola on planet earth.

LOS ANGELES - Tab diet soda is heading the way of Crystal Pepsi and Jolt cola. The Coca-Cola Company announced on Friday that it will retire Tab and other “underperforming products” by the end ...

Tab lovers are pushing to bring back the classic one-calorie soda discontinued by the Coca-Cola Company in 2020, presenting a petition with over 6,500 signatures to a Coke executive.

Tab, Coca-Cola Co.’s original diet soft drink, is about to be history. Born in 1963 in an era of full-sugar drinks and originally aimed just at women, Tab became a pop culture touchstone.

I must say the recent news that the Coca-Cola Co. was discontinuing Tab diet soda did not stun me. Like hearing about the demise of a pop star you used to have a crush on decades ago, I thought ...