TaB is Coca-Cola’s first diet soda, introduced in 1963. It became a cultural icon thanks to its bold pink branding, unique flavor, and fiercely loyal fanbase. For decades, TaB was the go-to drink for people who wanted a zero-calorie cola long before Diet Coke existed.
TaB was launched by the Coca-Cola Company in 1963 as its very first diet cola — nearly two decades before Diet Coke arrived in 1982.
TaB was made by The Coca-Cola Company. It was one of Coca-Cola’s longest-running brands, on shelves for 57 years before being retired.
Coca-Cola announced on October 16, 2020 that it would discontinue TaB, ending production by the end of that year — after 57 years on shelves.
Coca-Cola discontinued TaB in 2020 as part of a “global portfolio refresh” focused on a smaller number of bigger brands. The company cited production efficiency and shifting consumer trends.
However, TaB fans know the drink still had a passionate, active community — and many believe the decision was premature.
Fans describe TaB’s flavor as:
It’s a signature taste that fans insist no other soda has ever matched.
TaB’s character came from its diet-sweetener base — originally saccharin, and in later years a saccharin–aspartame blend — which gave it a profile distinct from every cola that came after. Combined with its lower sweetness, that’s why TaB drinkers describe it as one of a kind.
No. TaB and Diet Coke are completely different formulas. TaB came first, in 1963, and Diet Coke was introduced in 1982 as a separate product. Many TaB fans never switched — because the taste is so distinct.
Yes — regular TaB contained caffeine. A caffeine-free TaB was also offered at various points for fans who wanted the flavor without the caffeine.
Yes. TaB was a diet cola — essentially zero-calorie and zero-sugar — which is exactly what made it revolutionary back in 1963, when almost every soft drink was full-sugar.
Occasionally — but only in fountain form, and only at a few Coca-Cola–owned locations. TaB has sometimes been poured on the fountain at:
Availability comes and goes — we’ve heard of it being out of stock — so always call ahead before making a trip. And please don’t count on these three spots to keep TaB alive: the real goal is getting it back everywhere. Call Coca-Cola at 1-800-GET-COKE and ask them to bring TaB back for good.
No. Packaged TaB — cans and bottles — hasn’t been produced since the end of 2020, so you won’t find it on grocery shelves. Any sealed cans still circulating are old stock, well past their freshness date, and are now mostly collected rather than consumed.
Most remaining cans are years past their date, so the flavor and carbonation have usually faded. For that reason, many longtime fans now collect their last cans rather than drink them — they’re keepsakes of the real thing.
Since production ended, sealed TaB has become a sought-after collector’s item, and prices vary widely depending on condition and demand. Its growing collectible status is one more sign of just how beloved the brand remains.
The SaveTaBSoda Committee believes it can — if Coca-Cola sees the demand clearly enough. We collect fan stories, organize outreach, and demonstrate that TaB still has a strong, motivated customer base. TaB has the nostalgia, brand recognition, and loyal following to justify a comeback.
Absolutely. Brands return all the time — especially when fan demand is strong and well-organized. The SaveTaBSoda Committee is committed to showing Coca-Cola that TaB deserves another chance.
Yes. Coca-Cola has revived retired products in response to fan demand — Surge, for example, returned after a passionate online campaign. That precedent is exactly why an organized, visible TaB movement matters.
A clear, undeniable signal of demand. That means petitions, phone calls to Coca-Cola, fan stories, social engagement, and steady public pressure — all the things the SaveTaBSoda Committee organizes. The louder and more united TaB fans are, the stronger the case becomes.
The SaveTaBSoda Committee is a grassroots, all-volunteer group of TaB fans who have spent years documenting TaB’s history, collecting fan testimonials, engaging with bottlers and distributors, raising awareness online, and advocating directly to Coca-Cola.
Our mission is simple: bring TaB back — and preserve its legacy.
Because TaB fans didn’t disappear — Coca-Cola simply stopped making the drink. We exist to show Coca-Cola that demand still exists, unite TaB fans around the world, keep TaB’s history alive, and advocate for a limited release, seasonal run, or full return. TaB isn’t just a soda — it’s a community.
You can help by:
Every voice matters. See all the ways to help →
Yes — the Committee offers fan merch designed to help TaB lovers find each other in the wild. Wearing TaB gear sparks conversations, spreads awareness, and strengthens the movement. Visit the SaveTaBSoda shop.
Follow the SaveTaBSoda Committee on social media, read the blog, and keep an eye on savetabsoda.com for progress, media coverage, and new ways to get involved.
The single most powerful thing you can do is add your name. Sign the petition and tell Coca-Cola the Pink Pioneer belongs back on shelves.