Parent company Coca-Cola is set to discontinue its first diet soda, Tab, after a nearly 60-year run.
The brand gained wide popularity starting in the 70s and has had a loyal fan base ever since, although its growth slowed after the introduction of Diet Coke in 1982 . The decision is reportedly a move meant to streamline products and supply chains as Coca-Cola – like many food and beverage companies – looks to refine its offerings due to changing market realities in the wake of the pandemic . The company saw a 28% drop in sales in the second quarter of 2020.
"This is not a bottom-line efficiency play," said Brad Spickert, Coca Cola's senior vice president of innovation and commercialization. "It's a top-line growth play."
🔦 Coca-Cola first announced in July that it would be looking to discontinue lower-profit brands, starting with its Odwalla smoothie line.