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

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

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.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.