THE COCA-COLA COMPANYThe soda giant's first diet cola was a pop-culture icon in the 1970s and early '80s, then faded after the launch of Diet Coke. The top sellers were Diet Coke, with 35% of sales, and Coke Zero Sugar, with 22%. By the end of 1983, Diet Coke had captured 17% of the diet-soda market, making it the No. Though Diet Coke all but eclipsed Tab, the beverage company kept the throwback brand alive. "We want to make sure those who want Tab get Tab," Douglas Daft, Coca-Cola's then-chairman and chief executive, said in 2001, when Tab's market share had fallen below 1%.

Source: Bangkok Post October 18, 2020 23:29 UTC