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- Coca-Cola will stop manufacturing the TaB brand at the end of 2020.
- It was released in 1963, but eventually overshadowed by Diet Coke.
- In South Africa, it was popular because it did not contain caffeine.
- For more articles, go to www.BusinessInsider.co.za.
Coca-Cola has confirmed that it will stop selling TaB worldwide, including in South Africa.
TaB was launched in 1963, the company’s first sugar-free cold drink brand, aimed at consumers who wanted to “control” their weight.
It was eventually overshadowed by Diet Coke, which hit the market in 1982.
In South Africa, TaB was popular as, for many years, it was the only diet brand that did not contain caffeine.
But Coca-Cola said TaB was one of the company’s “select underperforming products” that will be “retired” later this year. The local subsidiary of The Coca-Cola Company confirmed to Netwerk24 that TaB will also be discontinued in South Africa.
“If it weren’t for Tab, we wouldn’t have Diet Coke or Coke Zero Sugar. Tab did his job, “said Kerri Kopp, group director for Diet Coke, Coca-Cola North America, in the statement.
US brands such as Coca-Cola Life, Diet Coke Fiesty Cherry, and Sprite Lymonade will also be discontinued.
Coca-Cola said that while it had plans to rationalize its brands before the pandemic, the coronavirus disrupted its supply chain and the “change in consumer behavior” caused by the pandemic accelerated the decision, prompting the company to accelerate your efforts.
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