Coca-Cola to discontinue production of Tab soda3 Nov 2020
As the soda giant Coca-Cola looks to slim down its portfolio and focus on profitable brands, Tab soda has become the latest legacy brand to be put on the chopping block.
Tab soda came around in 1963 and was Coke’s first diet soda brand. While it remained popular for two decades, it lost its luster with the debut of Diet Coke in 1982. Since then, the brand has become difficult to find on store shelves and accounted for a mere 0.1% of the $22 billion in global sales of diet cola in 2019, reported the Wall Street Journal that cited Euromonitor International data.
Other Coca-Cola brands top the charts in terms of diet cola market share with Diet Coke representing 35% of sales and Coke Zero Sugar taking 22% of the category’s sales.
This minuscule market share put Tab in a category inhabited by a large portion of Coca-Cola’s brands. Coca-Cola CEO James Quincey has endearingly termed these brands “zombie brands,” which total over 200 individual lines within the company’s portfolio of over 500 options. Coca-Cola said it plans to cut its portfolio by more than half as these zombies only make up 2% of the company’s profit.
“This isn’t about paring down to a specific number of product offerings under our brands. The objective is to drive impact and growth," Cath Coetzer, Coca-Cola’s global head of innovation and marketing operations said in a statement. The Atlanta-based company only kept Tab alive for those die-hard fans called Tabaholics that continued to enjoy the soda that has been around for nearly 60 years.
However, with Coke’s uncompromising approach to paring down its portfolio, it’s no surprise that a mostly-forgotten soda brand is getting canned. Already, more recent and popular brands have found themselves left behind. This summer, Coca-Cola announced it would close its Odwalla juice and smoothie brand by August, and last month, the company announced it would discontinue Zico coconut water. Diet Coke Feisty Cherry and Coke Life will also be shuttered along with more regional brands like Northern Neck Ginger Ale and Delaware Punch.
At the same time, Coke has invested heavily in some of its star brands like Topo Chico that it recently announced would add a hard seltzer to the brand line.
As the company looks to improve efficiencies in its operations and align its product offerings with areas of high consumer demand, the loss of Tab only represents the beginning of what will end up as a substantial purge in order to facilitate investment in innovation and product offerings that have evolved with people’s tastes.
AB InBev launches organic seltzer under Michelob Ultra brand
22 Jan 2021
Although it’s only the beginning of 2021, major manufacturers are already gearing up for summertime, and AB InBev is doing so with the launch of its own-brand Michelob Ultra Organic Seltzer. With 80 calories, no sugar and no carbs, this release is a bi...Read more
Dry January is soberingly popular in 2021
19 Jan 2021
Dry January, a month where people commit to going alcohol-free, is setting the stage to be record breaking in 2021. Almost double the number of people (6.5 million up from 3.9 million in 2020) are anticipated to participate this month, according to dat...Read more
Pepsi debuts its own “Cocoa” Cola flavor
13 Jan 2021
PepsiCo is fanning the fires of the cola wars with the release of its new Pepsi “Cocoa” Cola flavor. The new soda reportedly has a taste that blends the classic Pepsi soft drink with flavors of hot cocoa and marshmallow.Read more
Coca-Cola cuts 2,200 jobs and restructures
5 Jan 2021
The saying, new year, new you has a whole new meaning for the soda corporation Coca-Cola that is reducing its workforce by 2,200 people in an effort to restructure and respond to ripple effects from the pandemic. Layoffs and buyouts in the U.S. will co...Read more
Plant-based Cure Hydration raises $2.6 million, plans expansion
18 Dec 2020
Functional hydration brand Cure Hydration announced it closed a $2.6 million seed funding round led by led by Lerer Hippeau with additional participation from M3 Ventures, Litani Ventures, Andy Roddick, Nas, Matthew Dellavedova, Philip Krim, co-founder...Read more
Finnish coffee brand Meira launches a bio-based sustainable cup
11 Dec 2020
Helsinki-based coffee roaster Meira released a new line of coffee called Vallilan Paahtimo with the aim of offering a more sustainable cup of coffee – both inside and out. The coffee is a single-origin, sustainably grown variety that is then packaged i...Read more
Abbott launches infant formula with immune component
10 Dec 2020
Infant nutrition company Abbott Nutrition launched its new Similac line Pro-Advance which is its “closest formulation to breast milk” and includes added 2’-FL HMO prebiotic for infant immune support. The company is launching this product in Canada wher...Read more
Lactalis moves more brands into Indian market
8 Dec 2020
French brand Lactalis is expanding its hold in the Indian market through the launch of its UHT toned Lactel milk brand. These one-liter packs are fortified with vitamins A and D will retail for Rs70 ($0.94).Read more
Terra Kaffe closes funding for single-serve, podless espresso machine
1 Dec 2020
Superautomatic espresso maker Terra Kaffee closed a $4 million funding round with the New York-based venture capital fund The Seed Lab, bringing its total funding to just shy of $5 million since its debut in 2019.Read more
Heineken is now brewing its Sol beer with solar
25 Nov 2020
Heineken is one step closer to its goal of increasing the share of renewable energy in its beverage production to 70% by 2030 with the installation of 9,212 solar panels at its brewery in the Netherlands where it produces Sol beer.Read more
Are you a supplier?
Here's what we can do for you
- Generate quality leads for your business
- Stay visible for 365 days of the year
- Receive product inquiries and respond to meeting requests directly
- Improve company online presence through Search Engine Optimisation