The Coca-Cola Company has announced that it will be discounting the famed TaB drink by end of this year, including in South Africa.
The company said this is part of its global portfolio refresh, prioritizing category-leading brands with the greatest potential for growth and scale.
“We’re challenging ourselves to think differently about our brands to accelerate our transformation to a total beverage company,” said Cath Coetzer, global head of innovation and marketing operations, The Coca-Cola 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, and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio.”
TaB broke new ground in 1963 when it was introduced as The Coca-Cola Company’s first-ever “diet” soft drink. Initially marketed to women, the saccharine-sweetened, zero-calorie soda 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.