CPG & Grocery

Coke Finally Pulls the Plug on Tab as Part of a Sweeping Portfolio Restructuring

Odwalla and Delaware Punch among the brands to bow out by year's end

tab — In the early years, fans joked that Tab stood for "Totally Artificial Beverage," a reference to its sugar substitute and lingering aftertaste.Kacy Burdette for Adweek

October 16, 2020

The National Society of Tab Appreciators—if there is one—had better get to the grocery store fast: Coca-Cola announced today that the 57-year old brand that pioneered America’s diet soft drink sector will be retired by year’s end.

The beverage giant also announced that several other “select underperforming products” will take their final bow this year—including Diet Coke Feisty Cherry, Coca-Cola Life, Sprite Lymonade and regional brands like Delaware Punch. Odwalla, the fruit-juice brand that Coke bought in 2001 for $181 million and whose dissolution Coke revealed this summer, will also be gone by year’s end.

Coca-Cola