New York /
Coke, the American multinational, will stop producing the brand Tab, the company’s first sugar-free soft drink and an icon of the 80’s, as part of a restructuring plan in the face of the pandemic of coronavirus SARS-CoV-2, what causes the disease covid-19reported the newspaper Wall Street Journal.
Tab is part of the more than two hundred small brands that Coke it will eliminate to reduce its 500 brands to less than half, and for this, it will stop producing those that do not have the potential for large-scale growth; their plan also include staff cuts and a new strategy for marketing.
Tab, launched on the market in 1963, was the first diet soda from the multinational beverage company. It was sweetened with saccharin and its flavor had its faithful and detractors.
In the 70’s it began to become popular among women and in the 80’s its popularity reached a global scale until it became the most popular diet cola.
Tab It lost its leadership with the 1982 launch of Diet Coke, but it has maintained its character as an icon of the 80’s and a group of followers who even coordinated on the Internet to find ways to obtain the drink.
That base of stalwarts led Coca-Cola to maintain the brand as a good customer relationship practice, but the pandemic has wiped out the once famous can.
Tab sales accounted for just 0.1 percent of global diet cola sales in 2019, a market of $ 22 billion, according to an analysis by Euromonitor International.
According to data from the consulting firm Nielsen, Tab’s sales in the United States were an anecdotal percentage compared to those of Diet Coke or Coke Zero.
However, through agreements with bottling companies, Tab’s small production gave positive returns to the multinational.