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Tab (drink)
Tab (stylized as TaB) was a diet cola soft drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 as the company's first diet drink, and was produced until its discontinuation in 2020. Several variations were made, including a number of fruit-flavored, root beer, and ginger ale versions. Caffeine-free and clear variations were released in the late 1980s and early 1990s, and a Tab-branded energy drink was released in 2006, though it used a different formula from the standard cola.
Following studies in the early 1970s that linked saccharin, Tab's main sweetener, with bladder cancer in rats, the United States Congress mandated warning labels on products containing the sweetener. The label requirement was later repealed when no plausibility was found for saccharin causing cancer in humans.
Tab was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. It did not gain much attention in international markets, however. Tab's popularity declined after the Coca-Cola company's launch of Diet Coke in 1982. Coca-Cola continued to produce Tab in the United States, though in considerably smaller quantities than its more popular mainstay beverages, such as Coca-Cola and Diet Coke. According to the company, three million cases of Tab were made in 2011, and the beverage retained a cult following. Coca-Cola discontinued Tab at the end of 2020.
Tab was created in 1963 by Coca-Cola after the successful sales and marketing of Diet Rite cola, owned by the Royal Crown Company. Previously, Diet Rite had been the only sugarless soda on the market. Tab was marketed to consumers who wanted to "keep tabs" on their weight.
Coca-Cola's marketing research department used its IBM 1401 computer to generate a list of over 185,000 four-letter words with one vowel, adding names suggested by the company's own staff; the list was stripped of any words deemed unpronounceable or too similar to existing trademarks. Of a final list of about twenty names, "Tabb" was chosen, influenced by the possible play on words, and shortened to "Tab" during development. Packaging designer Robert Sidney Dickens gave the name the capitalization pattern ("TaB") used in the logo as well as creating a new bottle design for the soft drink.
For a time in the 1970s, Coca-Cola introduced six variety flavors of Tab (all of which were also sugar-free): Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. A caffeine-free version of the original Tab flavor was introduced in 1983, alongside caffeine-free versions of Coca-Cola and Diet Coke. Tab Clear, a caramel color-free version of Tab, was released in the United States in 1992, and subsequently in the United Kingdom and Japan. Tab Clear was discontinued in 1994.
In 2006, Coca-Cola introduced Tab Energy. Though it shares the Tab branding, its formula is entirely different from that of the standard cola: it is sweetened with sucralose and has a sour, tart flavor.
Tab was reformulated several times. It was initially sweetened with a mixture of cyclamate and saccharin. After the Food and Drug Administration (FDA) issued a ban on cyclamate in 1969, sodium saccharin was used as the beverage's primary sweetener.
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Tab (drink)
Tab (stylized as TaB) was a diet cola soft drink produced and distributed by the Coca-Cola Company. It was introduced in 1963 as the company's first diet drink, and was produced until its discontinuation in 2020. Several variations were made, including a number of fruit-flavored, root beer, and ginger ale versions. Caffeine-free and clear variations were released in the late 1980s and early 1990s, and a Tab-branded energy drink was released in 2006, though it used a different formula from the standard cola.
Following studies in the early 1970s that linked saccharin, Tab's main sweetener, with bladder cancer in rats, the United States Congress mandated warning labels on products containing the sweetener. The label requirement was later repealed when no plausibility was found for saccharin causing cancer in humans.
Tab was popular among some people throughout the 1960s and 1970s as an alternative to Coca-Cola. It did not gain much attention in international markets, however. Tab's popularity declined after the Coca-Cola company's launch of Diet Coke in 1982. Coca-Cola continued to produce Tab in the United States, though in considerably smaller quantities than its more popular mainstay beverages, such as Coca-Cola and Diet Coke. According to the company, three million cases of Tab were made in 2011, and the beverage retained a cult following. Coca-Cola discontinued Tab at the end of 2020.
Tab was created in 1963 by Coca-Cola after the successful sales and marketing of Diet Rite cola, owned by the Royal Crown Company. Previously, Diet Rite had been the only sugarless soda on the market. Tab was marketed to consumers who wanted to "keep tabs" on their weight.
Coca-Cola's marketing research department used its IBM 1401 computer to generate a list of over 185,000 four-letter words with one vowel, adding names suggested by the company's own staff; the list was stripped of any words deemed unpronounceable or too similar to existing trademarks. Of a final list of about twenty names, "Tabb" was chosen, influenced by the possible play on words, and shortened to "Tab" during development. Packaging designer Robert Sidney Dickens gave the name the capitalization pattern ("TaB") used in the logo as well as creating a new bottle design for the soft drink.
For a time in the 1970s, Coca-Cola introduced six variety flavors of Tab (all of which were also sugar-free): Root Beer, Lemon-Lime, Ginger Ale, Black Cherry, Strawberry, and Orange. A caffeine-free version of the original Tab flavor was introduced in 1983, alongside caffeine-free versions of Coca-Cola and Diet Coke. Tab Clear, a caramel color-free version of Tab, was released in the United States in 1992, and subsequently in the United Kingdom and Japan. Tab Clear was discontinued in 1994.
In 2006, Coca-Cola introduced Tab Energy. Though it shares the Tab branding, its formula is entirely different from that of the standard cola: it is sweetened with sucralose and has a sour, tart flavor.
Tab was reformulated several times. It was initially sweetened with a mixture of cyclamate and saccharin. After the Food and Drug Administration (FDA) issued a ban on cyclamate in 1969, sodium saccharin was used as the beverage's primary sweetener.