TaB was the first major diet cola, and the first sugar-free cola The Coca-Cola Company developed.

TaB debuted in April 1963.

Read a fantastic article from Atlanta Magazine on “Project Alpha,” which details the development of TaB (from the formula, package design, and naming).

“The year Diet Coke was introduced, TaB had a 4.3 percent share of the soft drink market. As Diet Coke went up, TaB headed south. In 1984 TaB tumbled to 1.8 percent of the market.” (Marketing Warfare, Al Ries)

TaB stands for “totally artificial beverage.” Fact or Myth??