Tab

Also known as TaB

Cause of death

Killed by indifference

with killed by a successor as a contributing factor

Made by

The Coca-Cola Company

Coca-Cola listed Tab among the underperforming brands it cut in an October 2020 portfolio purge, ending production at the end of that year.

Tab was Coca-Cola's first diet soda and eventually its own worst enemy: it opened the category in 1963, watched Diet Coke take it over in 1982, and then spent thirty-eight years shrinking. In October 2020 Coca-Cola announced it was cutting more than half of its roughly 500 brands, and Tab was on the list. The company's verdict on a drink with six decades of self-described TaBaholics was that it had done its job.