After nearly 60 years, Coca-Cola (KO) is saying goodbye to its Tab diet soda by the end of the year.
Coca-Cola said it is retiring the underperforming soda by Dec. 31, along with ZICO coconut water. Both products will be discontinued in the U.S. as Coca-Cola looks to refresh its global portfolio to focus on its leading product categories that have more potential for growth.
Tab was Coca-Cola’s first diet soft drink, launched in 1962. The zero-calorie drink rose to fame in the 1980s and had a small cult-like following labeled Tabaholics over the years.
“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, group director, Diet Coke, Coca-Cola North America, said in a statement.
“If not for Tab, we wouldn’t have Diet Coke or Coke Zero Sugar. Tab did its job. In order to continue to innovate and give consumers the choices they want today, we have to make decisions like this one as part of our portfolio rationalization work,” Kopp added.
Other products that will be leaving the Coca-Cola line include Odwalla, Coca-Cola Life, and Diet Coke Feisty Cherry. It is also retiring some of its regional beverages, including Neck Ginger Ale and Delaware Punch and its Japan-marketed VegiTabeta and Brazil-based Kuat.
“We’re challenging ourselves to think differently about our brands to accelerate our transformation to a total beverage company,” Cath Coetzer, global head of innovation and marketing operations at Coca-Cola, said in a statement.