For decades, the sugar-free soft drink Tab, produced by The Coca-Cola Company, was a staple for calorie-conscious consumers. However, its ingredient list—particularly its artificial sweeteners—evolved significantly over its 57-year history. A journey through Tab’s formulation reveals a complex story involving different sweeteners and public perception.
The Original Sweeteners: Cyclamate and Saccharin
Introduced in 1963, Tab was Coca-Cola's first diet soda and was initially sweetened with a blend of cyclamate and saccharin. The combination of these two artificial sweeteners was intentional: it was used to create a pleasant taste profile while masking the metallic aftertaste often associated with saccharin alone. This formula propelled Tab into success, making it a popular choice throughout the 1960s and 1970s.
The Cyclamate Ban of 1969
In 1969, the Food and Drug Administration (FDA) banned cyclamate over health concerns, forcing Tab to reformulate. The new recipe relied solely on saccharin, an ingredient that would later become the subject of its own controversy. The reformulated Tab had a different flavor, but it maintained a loyal following despite the change.
The Brief Aspartame Experiment of the 1980s
In 1982, The Coca-Cola Company introduced its new flagship diet soda, Diet Coke, which was sweetened with aspartame. In an attempt to modernize Tab's formula, the company also reformulated Tab to include aspartame, sold under the brand name NutraSweet.
However, this decision proved to be a misstep. The change in flavor alienated Tab's devoted fan base, leading to significant consumer backlash and complaints. Citing consumer preference for the familiar taste, Coca-Cola quickly reversed the decision and removed aspartame from the Tab recipe in 1984, reverting to a predominantly saccharin-based formula. This move highlighted the powerful loyalty of Tab's core audience, who preferred the distinct, somewhat metallic taste of saccharin.
The Final Formula's Blend
Following the 1984 fiasco, Tab's formula underwent further adjustments. While saccharin remained the primary sweetener, subsequent revisions reintroduced a small amount of aspartame into the blend. This allowed the final version of Tab, before its discontinuation in 2020, to offer a flavor profile that balanced the old-school saccharin taste with a hint of newer, more modern artificial sweetness. A review of later ingredient lists confirms the presence of both calcium saccharin and aspartame.
The End of an Era
Despite its loyal following, Tab's market share dwindled over the years, especially after the introduction and explosive success of Diet Coke. In October 2020, citing a strategic move to focus on larger, more profitable brands, Coca-Cola announced it was discontinuing Tab after 57 years. The decision marked the end of an era for the once-iconic diet soda and its unique flavor.
Tab's Sweetener Journey and Legacy
Tab's history is a case study in how consumer tastes and corporate strategies impact a product's life cycle. Its journey through different sweeteners from cyclamate to a saccharin-aspartame blend showcases the company's attempts to adapt to changing market conditions while appeasing a fiercely loyal—and particular—consumer base. The brand's legacy continues to be remembered for its distinctive flavor and status as the original diet cola from Coca-Cola.
Sweetener Comparison: Tab vs. Modern Diet Sodas
| Feature | Tab (Final Formula) | Diet Coke | Coke Zero Sugar |
|---|---|---|---|
| Primary Sweetener | Saccharin | Aspartame | Aspartame & Acesulfame Potassium |
| Additional Sweetener | Aspartame (small amount) | - | - |
| Discontinuation | Yes (2020) | No | No |
| Flavor Profile | Sharp, distinct, metallic | Lighter, cleaner, sweeter | Closer to Coca-Cola Classic |
| Availability | Discontinued | Widely Available | Widely Available |
Reasons for Tab's Sweetener Evolution
- Health Scares and Regulation: The 1969 FDA ban on cyclamate was the first major change, forcing a formula adjustment. Later debates over saccharin's safety also influenced its place in the recipe.
- Consumer Preference: The rejection of the aspartame-heavy formula in the 1980s proved that Tab's dedicated drinkers favored the taste of saccharin.
- Competitive Landscape: The launch of Diet Coke in 1982, with its different sweetener profile and broad marketing, drew focus away from Tab.
- Market Streamlining: Coca-Cola's ultimate decision to discontinue Tab in 2020 was part of a larger effort to cut underperforming brands and focus on its core portfolio.
Conclusion
The answer to the question, "Does Tab contain aspartame?" is a nuanced one. Tab's formula briefly included aspartame in the early 1980s, and later versions incorporated a smaller amount of it alongside its main sweetener, saccharin, until its discontinuation in 2020. The history of its sweeteners reflects the changing attitudes towards artificial ingredients, market competition, and the fiercely loyal taste preferences of its niche consumer base. The legacy of Tab isn't just about its diet cola status, but also its decades-long journey through the evolving landscape of food science and consumer demand. For a deeper dive into the history of artificial sweeteners and Tab's place within it, explore The rise and fall of Tab.
