In 1963, the Coca-Cola Company produced its first diet beverage and called it TaB Cola. More than half a century later, the soft drink maker has decided to retire the soda brand. Fans have taken to ...

After nearly 60 years, Coca-Cola is discontinuing its first-ever diet soda, Tab, which acquired a huge fan base in the '70s and '80s and maintained a small but devoted following through the years.

The Atlanta resident has just one 12-pack left of Tab — a diet soda that Coca-Cola canceled five years ago. Even so, during a November interview at her home, Boyter gleefully popped the top on a can.

Fans of the iconic diet soda Tab are rallying to bring it back, five years after Atlanta-based Coca-Cola discontinued the beverage. A group of loyal Tab enthusiasts has launched a campaign to revive ...

Beverage maker Coca-Cola has slowly been announcing the cancelation of brands over the last few months, this week they officially announced they are cutting the number of brands they offer in half: ...

Authenticity, risk, and avoiding pale imitation — what Diet Coke’s marketing can teach nonalcoholic drinks about being ...

Jenny Boyter’s stash is dwindling. The Atlanta resident has just one 12-pack left of Tab – a diet soda that Coca-Cola canceled five years ago. Even so, during a November interview at her home, Boyter ...