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Tab (drink)

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Tab
File:Tabfamily.jpg
The Tab family of products
TypeDiet Cola
ManufacturerCoca-Cola Company
Country of origin  United States
Introduced1963
VariantsTab Clear, Tab X-Tra, Tab Energy
Related productsDiet Coke
Websitewww.virtualvender.coca-cola.com Edit this on Wikidata

TaB is a diet cola. It was the first diet soft drink brand produced by the Coca-Cola Company. It was introduced in 1963 and has been reformulated several times. It was initially sweetened with cyclamate. After the Food and Drug Administration (FDA) issued a ban on cyclamate in 1969, saccharin was used. In 1977, the FDA moved to ban saccharin. The ban proposal was rejected by the U.S. Congress, but it did require that all products containing saccharin carry a warning label that saccharin may cause cancer. In the year 2000, the U.S. government lifted this requirement. A formula revision in 1984 blended saccharin with a small amount of aspartame; this is the formula that is currently marketed in North America. TaB sales have been dwarfed by those of Diet Coke, though enough people still prefer TaB to keep it in production.

History

Tab was the second diet soft drink, after Diet-Rite Cola, though the latter was initially sold as a diet aid, not as a mass-market product [1]; its popularity with the general public surprised its maker, Royal Crown Cola. Sensing a market niche, The Coca-Cola Company decided to develop its own diet cola. However, as the company had a long-standing policy of using the Coca-Cola name only on its flagship product, it developed the TaB brand instead. TaB was produced by Coca-Cola's Fanta division, headed by Fred Dickson.

According to the Coca-Cola Web page, the beverage is called TaB because it helps people who keep tabs on what they consume. According to an Atlanta Magazine article published in May 1963, Coca-Cola's marketing research department used its IBM 1401 computer to generate a list of over 250,000 four-letter words with one vowel, adding names suggested by the company's own staff. The list was stripped of any words deemed unpronounceable or too similar to existing trademarks. From a final list of about twenty names, "TABB" was chosen, influenced by the possible play on words, and shortened to "TAB" during development, and designer Sid Dickens gave the name its familiar capitalization pattern ("TaB") in the logo he designed.

File:Tabcans.JPG
Two cans of TaB.

At the height of its popularity, the TaB name was briefly extended to other diet soft drinks, including TaB Lemon-Lime and TaB Orange[2]. In 1993, Coca-Cola released Tab Clear in the US and UK, a curious move in the case of the latter as the original TaB was sold in the UK in the 1970s but was not a success. It was a clear cola that didn't taste very much like cola. It was withdrawn after less than a year, despite acquiring a number of devotees. TaB has of late become something of a cult beverage, with heavily dedicated drinkers. This is one of the few reasons TaB is still produced; its share of the national soft drink market is minuscule. Typically, TaB is now only found in supermarkets and convenience stores in 12-ounce cans, by 12-pack or 6-pack. It is also available in some places in two-liter bottles.

TaB Energy is an energy drink released in early 2006. Though sharing the brand name, TaB Energy does not taste like TaB. The drink is currently being marketed towards women.

  • TaB made an appearance in the HBO television series Sex and the City episode "I Love a Charade". The product's role was to show the age discrepancy between the four protagonists and their nubile replacements.
  • In the movie Kingpin, Bill Murray's character, Ernie McCracken, orders a "TNT, Tanqueray and TaB" from a diner and tells the waitress to "Keep 'em coming."
  • TaB TV commercials were usually seen as comic relief during the late 1970s and early 1980s.[citation needed]
  • In the Steve Martin comedy The Jerk his character's favorite beverage is TaB.
  • In an episode of The Nanny, Fran is offered some expensive wine and she says her family is "very big on vintage beverages. In our garage, we still have a box of TaB from the Bay of Pigs".
  • Comedian Bobcat Goldthwait confesses to a two case a day addiction to TaB, and tosses friendly barbs at the beverage while consuming it during his act. In one favorite line, he looks at the ingredients list, saying "This has got so many chemicals, at the bottom it says 'continued on next can!'"
  • In an episode of The Simpsons, "Homer vs. Patty & Selma", Bart is seen drinking a TaB after ballet.
  • In another episode of The Simpsons, "King-Size Homer", Homer is seen unsuccessfully ordering the soft drink TaB by pressing the "Tab" key on the keyboard.
  • In the song "Code Monkey" by Jonathan Coulton, 'Code Monkey like Tab and Mountain Dew'
  • In an episode of The Sarah Silverman Program, Brian Posehn's character pretends to be obsessed with Tab in a passive aggressive reaction to his boyfriend telling him to try something new.
  • In the movie Desperately Seeking Susan, Leslie Glass (played by Laurie Metcalf) orders a rum and TaB in a night club.
  • In the movie Back to the Future, Marty McFly orders a Tab in the cafe in the year 1955 but the guy behind the counter is confused and says "A TaB? I can't give you a tab unless you order something!"
  • In the movie Better Off Dead, when Lane Meyer meets Beth Truss for the first time, her best friend is drinking a TaB.
  • In Harvey Birdman, Attorney at Law episode 'Shaggy Busted', Harvey has a dream sequence involving the soft drink.
  • In the Family Guy episode The Tan Aquatic with Steve Zissou, Stewie is seen "advertising" TaB after tanning himself.
  • In Austin Powers: International Man of Mystery, Austin Powers sits behind a table covered with TaB cans.
  • In Futurama Season 3, Episode 5, "Amazon Women in the Mood" Fry finds a giant can of TaB on a planet inhabitet only by giant women.

TaB brands

Template:Cc brands

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