Friday, October 16, 2020
After nearly 60 years, Coca-Cola is discontinuing its first-ever diet soda, Tab, which acquired a huge fan base in the '70s and '80s and maintained a small but devoted following through the years. ... The saccharine-sweetened, zero-calorie Tab was initially marketed to women. Some people familiar with the flavor have described it in terms including "bitter" and "like bad medicine," with a metallic and lingering aftertaste. Though [Tab drinker Robert] Bixby said he preferred it to other diet colas because it was less sweet. "It didn't compete with things, so you could enjoy it with a meal." Tab's growth was more or less cannibalized when Diet Coke came on the scene in 1982.
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