Tab was created by The Coca-Cola Company and launched in 1963 as its first-ever diet soda . It was a direct response to the success of Diet Rite Cola and was cleverly marketed to people who wanted to “keep tabs” on their weight .
Its name was chosen with the help of an early IBM computer that generated a list of four-letter words . Initially sweetened with a mix of cyclamate and saccharin, the formula had to change in 1969 after the FDA banned cyclamate . This is when saccharin became its primary sweetener .
By 1982, Tab was at its peak, becoming the best-selling diet soda in America . However, its reign was short-lived; the introduction of Diet Coke that same year cannibalized its sales, and its popularity steadily declined . Despite a devoted cult following, The Coca-Cola Company announced it was discontinuing Tab in October 2020 as part of a portfolio rationalization effort during the COVID-19 pandemic .
What Did It Taste Like?
Tab was known for a distinctive, sharp flavor, largely due to its use of saccharin for sweetness. For reference, the ingredients in the final version were:
Carbonated water, caramel color, natural flavors, phosphoric acid, calcium saccharin, potassium benzoate (to protect taste), caffeine, and aspartame .
Recipe: The “Texas Tab” Dirty Soda Copycat
Since the original Tab is no longer in production, the closest modern equivalent in spirit is a popular “dirty soda” copycat recipe. This recreates the nostalgic, creamy soda-shop experience of the Tab era.
This recipe for a Texas Tab is inspired by the famous drink from the soda shop chain Swig and is a popular way to enjoy a similar taste today .
Ingredients
· Ice, to fill a tall glass
· 12 oz (1 can) Dr Pepper (or Diet Dr Pepper for a lower-sugar option), chilled
· 1–2 tablespoons vanilla syrup (like Torani)
· 2–3 tablespoons coconut cream or coconut coffee creamer
Instructions
- Fill a tall glass with ice. Use a generous amount to keep the drink cold .
- Pour the vanilla syrup over the ice. This helps it distribute evenly .
- Slowly pour in the chilled Dr Pepper. Tilt the glass slightly to help preserve the carbonation .
- Top with the coconut cream. Pour it gently over the back of a spoon so it floats and swirls through the drink for a beautiful marbled look .
- Stir gently if you want the flavors fully combined, or leave it as is and enjoy with a straw.
This drink is a delicious tribute to the classic era of diet sodas that Tab pioneered.