Fresno, California 2020-10-17 07:09:55 –
Nearly 60 years later, Coca-Cola is the first diet soda in history to gain huge fans in the 70’s and 80’s and retain small but enthusiastic fans for years. Will be abolished.
“Tab did a great job,” said Robert Bixby, Secretary-General of the Concord Union and a longtime lover of Tab. Bixby said he received a message of condolence. “It’s understandable as a business decision, but it’s a very sad day … I feel like I’m losing friends.”
Tab is one of several unprofitable products that Coke said will be removed from the brand lineup by the end of the year as it aims to streamline production and focus on bestsellers.
Coke is not the only one to eliminate the brand lineup. Many food and beverage companies are reducing the products they offer during a pandemic to make their operations more efficient and meet the growing demand for the most popular products.
The company said a beverage overhaul was already underway before COVID-19, but the pandemic has allowed the company to move quickly. Coke has previously announced that Odwara Juice and Zico Coconut Water will be one of the discontinued brands.
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Bixby, who has been loyal to tabs since the 1970s, said he was preparing for the end. He said he’s been listening to alternative diet colas all summer-all too sweet.
Zero-calorie tabs sweetened with saccharin were initially sold to women. Some flavor savvy people describe it with a metallic, long-lasting aftertaste, such as “bitter” or “like a bad medicine.” Bixby said he preferred it over other diet colas because it was less sweet. “I didn’t compete with things, so I enjoyed it with my meal.”
When Diet Coke appeared in 1982, tab growth was more or less cannibalistic. But Coke has kept the brand alive for years for its followers.
In announcing the end of the tab, Cola pointed out that the category of zero-calorie sparkling beverages has changed significantly in recent years, both in terms of its core consumer base and taste. By discontinuing products like Tab, the company will be able to invest in the powerful Diet Coke and Coke Zero brands.
“This is not the ultimate play of efficiency,” said Brad Spicart, senior vice president of innovation and commercialization. “This is a top-line growth play.”
Bixby says he’s been drinking more diet ginger ale these days and has high hopes for something like a tab comeback as a novelty item.
“I had a pretty good stockpile at the beginning of the pandemic,” he said. But earlier this year, he could no longer find tabs in stores or online. Now he has only two cans left. “I probably drink one and save the other forever.”