2020 has been a year of great changes and, with less than three months to go, big news continues to arrive. A few days ago Coca-Cola announced that it is killing off TaB, the cult-classic diet soda.
According to Thrillist, on Friday, Coca-Cola announced a reduction in inventory to direct its resources toward the brands with the highest growth potential.
That means that on December 31, 2020, some of its beverages will cease to exist, including ZICO Coconut Water, Diet Coke Feisty Cherry, and TaB, the company's first diet soda, which managed to survive to this day thanks to the help of a small but enthusiastic group of self-proclaimed "TaBaholics".
By 1963 RC Cola had succeeded with its nationwide launch of a "healthy" diet soda, and Coca-Cola, wanting to follow in its footsteps, made its own sugar-free soda called TaB.
Throughout the '60s and' 70s, TaB's popularity soared, and, for a time, it even featured spinoff flavors: root beer, lemon-lime, ginger ale, black cherry, strawberry, and orange.
Eventually, due to the success of TaB, the Coca-Cola Company decided it needed to invest in a sugar-free version of its most famous beverage and so, in 1982, it launched Diet Coke, which quickly stripped TaB of its popularity.
In Friday's statement, Kerri Kopp, Diet Coke group director for Coca-Cola North America, expressed gratitude to TaB for being a pioneer. "If it weren't for TaB, we wouldn't have Diet Coke or Coke Zero Sugar. TaB did its job."