Coca-Cola has announced it will discontinue TaB, the company’s first ever “diet” soft drink.
TaB broke new ground in 1963 and became a cultural icon in the 1980s and maintained a small but loyal following over the last few decades, primarily among fans who grew up with the beloved brand.
It became one of the brand's popular beverages, especially for those who have diabetes as it was regarded as one of the few soda drinks that they could enjoy.
In a statement by the company, Coca-Cola said that over the next two years, they will retire select products in various markets around the world, including South Africa.
They said that this move is part of a global portfolio refresh, prioritizing category-leading brands with the greatest potential for scale.
Therefore, as part of this process, Coca-Cola plans to retire TaB globally.
Global head of innovation and marketing operations of the Coca-Cola Company, Cath Coetzer said they are challenging themselves to think differently about their brands to accelerate their transformation to a total beverage company.
“This isn’t about paring down to a specific number of product offerings under our brands. The objective is to drive impact and growth. It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources,” said Coetzer.
The company also outlined that for those consumers who prefer low calorie or low kilojoule, caffeine-free beverages, they continue to offer Coca-Cola No Sugar No Caffeine in South Africa and that further communication will be shared once plans and timelines have been finalised.
In July, Nestle announced that some of their much-loved Chocolate Log and other chocolate brands will no longer be available on South African store shelves.
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