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 ...

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.

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.

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 ...

Coca-Cola has abandoned plans to sell its Costa Coffee chain after offers from private equity firms came in below ...

"TaB has a special place in the hearts of so many," said Adam Burbach, president of the Save TaB Soda Committee. "We’re traveling to Atlanta with hopes that our stories will encourage Coca-Cola to ...

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 ...