Is Tab Cola Still Available? A Look Back at the Cult Classic
The answer is primarily no. While rare stashes might exist in private collections or obscure corners of the internet, Coca-Cola officially discontinued Tab in 2020.
The Rise and Fall of Tab: A Diet Cola Pioneer
Tab, the sugar-free cola that predated Diet Coke by nearly two decades, held a unique place in beverage history. Launched in 1963, it was Coca-Cola’s first attempt at a diet soda, targeting the burgeoning market of health-conscious consumers. Its distinctive pink can and assertive advertising campaigns quickly carved out a niche for itself, becoming a cultural icon of the 1970s and 80s. However, with the introduction of Diet Coke in 1982, Tab’s market share steadily eroded, eventually leading to its discontinuation.
The Sweetener Saga: Cyclamates and Saccharin
Tab’s flavor and health profile were significantly shaped by the sweeteners it used. Initially, it relied on a combination of cyclamates and saccharin. Cyclamates were banned by the FDA in 1969 due to concerns about their safety, forcing Coca-Cola to reformulate Tab using only saccharin. This change arguably impacted the taste and contributed to its decline as newer, better-tasting diet sodas emerged. The lingering association with saccharin, which also faced health-related controversy, further hampered its long-term prospects, even though saccharin was later deemed safe for consumption by most regulatory bodies.
A Cult Following and Its Limited Impact
Despite its declining sales, Tab maintained a dedicated and passionate cult following. These loyal fans organized online campaigns, signed petitions, and even attempted to directly contact Coca-Cola executives to advocate for its return. While these efforts demonstrated the emotional connection many people had with Tab, they ultimately weren’t enough to sway Coca-Cola’s strategic decision to streamline its portfolio and focus on more profitable brands.
The Discontinuation and Its Aftermath
In October 2020, Coca-Cola officially announced the discontinuation of Tab, citing the need to prioritize its core brands and eliminate underperforming products. This decision was met with disappointment and anger from Tab enthusiasts, who felt that a piece of their childhood and a unique cultural artifact was being lost. The discontinuation was part of a larger strategic restructuring within Coca-Cola, which involved streamlining its portfolio by cutting hundreds of brands.
Alternatives and Substitute Products
While Tab is no longer widely available, several alternatives and substitute products exist for those seeking a similar taste or nostalgic experience. Other diet colas, such as Diet Coke, Coke Zero, and Pepsi Max, offer similar zero-calorie options. Some smaller beverage companies have also attempted to replicate the flavor profile of Tab, although these products are typically only available online and in limited quantities. The key is understanding that no exact replacement exists, as the specific combination of ingredients and the historical context of Tab contribute to its unique appeal.
Why Did Coca-Cola Discontinue Tab?
- Streamlining Portfolio: Coca-Cola wanted to focus on its core brands.
- Low Sales Volume: Tab’s sales were significantly lower than other Coca-Cola products.
- Redundant Product: Diet Coke and Coke Zero offered similar benefits with broader appeal.
- Cost Savings: Discontinuing Tab reduced production and marketing expenses.
Frequently Asked Questions (FAQs)
Was Tab really discontinued, or is this just a rumor?
Yes, Tab was officially discontinued by Coca-Cola in October 2020. This is not a rumor; it was a confirmed business decision to streamline their product portfolio.
Can I still buy Tab anywhere?
Finding Tab is now extremely difficult. Some private sellers or vintage soda shops might have leftover stock, but it’s not commercially produced anymore. Don’t expect to find it on grocery store shelves.
Why did Coca-Cola discontinue Tab when it had such a dedicated fanbase?
While Tab had a dedicated following, its overall sales volume was too low to justify its continued production. Coca-Cola focused on more profitable and widely popular brands.
What did Tab taste like?
Tab had a distinctively sharp and somewhat metallic taste due to the saccharin sweetener. Some described it as having a unique and slightly medicinal flavor profile compared to other diet colas. It was definitely not the taste of regular Coca-Cola with zero sugar.
Is there any chance that Coca-Cola will bring Tab back in the future?
While never say never, it’s highly unlikely that Coca-Cola will bring back Tab. Their focus remains on their core brands and newer, more successful zero-sugar options. Nostalgia alone isn’t enough to justify relaunching a discontinued product.
What was the main difference between Tab and Diet Coke?
The primary difference was the sweetener used. Tab used saccharin, while Diet Coke uses aspartame. This resulted in distinct flavor profiles.
Where was Tab most popular?
Tab was most popular in the United States during the 1970s and 1980s. It also had a following in other countries, but it never achieved the same level of popularity as Diet Coke or Coke.
What was the color of the Tab can?
The classic Tab can was a distinctive pink color, making it easily recognizable on store shelves. This pink color became almost synonymous with the brand itself.
Were there any limited-edition Tab flavors?
Yes, Coca-Cola introduced limited-edition Tab flavors, such as Tab Ginger Ale, in the 1980s. These variations were relatively short-lived and didn’t achieve the same level of success as the original Tab.
Did any celebrities endorse Tab?
While not always official endorsements, Tab was often associated with health-conscious celebrities and athletes, reinforcing its image as a diet soda.
How did the discontinuation of Tab affect its cult following?
The discontinuation of Tab disappointed its cult following, leading to online petitions and campaigns to try to save the brand. However, these efforts were ultimately unsuccessful.
What’s the best way to find Tab if I’m desperate to try it?
Your best bet is to search online auction sites or contact vintage soda collectors. However, be prepared to pay a premium price for a can that may or may not be in good condition. Remember that expired soda should not be consumed.