Coca-Cola revealed today that it plans to retire select underperforming products by December 31, 2020, including Tab diet soda and ZICO coconut water in the United States.
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The move is being made as part of a “global portfolio refresh prioritizing category-leading brands with the greatest potential for growth and scale.”
Other products on the chopping block include Coca-Cola Life and Diet Coke Feisty Cherry, as well as regional offerings like Northern Neck Ginger Ale and Delaware Punch. Vegitabeta (Japan) and Kuat (Brazil) are among products leaving Coca-Cola’s international portfolio.
Initially marketed to women, Tab represented Coca-Cola’s first-ever “diet” soft drink when it was introduced back in 1963. The zero-calorie soda became a cultural icon in the 1980s and maintained a small but loyal following over the last few decades, especially among fans who grew up with the soda.
The company says retiring Tab will pave the way for additional investment in a pair of “powerhouse brands” – Diet Coke and Coca-Cola Zero Sugar.
Image – Coca-Cola