The Initial Sweetener: Cyclamate and Saccharin (1963-1969)
When the Coca-Cola Company first introduced Tab in 1963, its sweetness came from a blend of two artificial sweeteners: cyclamate and saccharin. This combination was effective because cyclamate could mask the bitter aftertaste often associated with high concentrations of saccharin, creating a more palatable flavor profile. This initial formulation contributed significantly to Tab's early success, positioning it as a popular choice for dieters in the 1960s and 1970s.
The Cyclamate Controversy
In 1969, a major turning point occurred when the U.S. Food and Drug Administration (FDA) banned cyclamate. The decision came after studies on laboratory rats suggested a link between high doses of cyclamate and bladder cancer. This regulatory action forced Coca-Cola to reformulate Tab, causing a significant shift in its ingredient list.
The Saccharin-Only Era and Public Scrutiny (1969-1984)
Following the cyclamate ban, Coca-Cola reformulated Tab to rely solely on saccharin as its primary sweetener. This change resulted in a noticeable difference in taste, which was a point of contention for many loyal Tab drinkers who were accustomed to the original flavor. Despite this change, Tab's popularity continued for a time, and it remained a prominent diet soda in the 1970s.
Saccharin's Own Controversy
Saccharin soon faced its own public relations and regulatory challenges. In the mid-1970s, subsequent animal studies raised concerns about saccharin's potential carcinogenic effects. While these findings were based on extremely high doses given to lab rats and were later largely debunked for human consumption, the public perception was damaged. The controversy led to the U.S. Congress mandating warning labels on all products containing saccharin, which Tab carried throughout the late 1970s and 1980s. The warning labels, combined with the arrival of other diet sodas, further eroded Tab's market dominance.
The Final Formulation: Saccharin and Aspartame Blend (1984-2020)
By the early 1980s, the diet soda market had evolved, and Coca-Cola introduced Diet Coke, which was sweetened with a combination of aspartame and saccharin. In 1984, in an attempt to modernize Tab and remain competitive, Coca-Cola again reformulated the drink to include a blend of saccharin and a small amount of aspartame. This change was met with mixed reviews from Tab's dedicated fanbase, who were fiercely loyal to the specific, and by then familiar, saccharin taste.
The Decline of a Cult Classic
Despite its loyal following, Tab's sales steadily declined over the decades, overshadowed by Diet Coke and later, Coca-Cola Zero. The company continued to produce it in smaller quantities, catering to its niche market of nostalgic consumers. Ultimately, on October 16, 2020, Coca-Cola announced the discontinuation of Tab as part of a move to streamline its product portfolio and focus on core, high-performing brands.
The Role of Sweeteners in Tab's Flavor
The distinctive flavor of Tab was a direct result of its unique sweetener combinations, and its loyal drinkers defended its metallic and complex taste profile. The reliance on saccharin, particularly after the cyclamate ban, gave Tab its signature flavor. This was in stark contrast to later diet sodas, such as Diet Coke, which used aspartame to create a taste profile closer to traditional sugar-sweetened beverages. Tab's flavor and the sweeteners used are inextricably linked to its identity as a retro diet soda. You can learn more about the history of artificial sweeteners and their evolving regulations here: National Cancer Institute Fact Sheet on Artificial Sweeteners.
The Evolution of Tab's Sweeteners
| Time Period | Primary Sweetener(s) | Key Flavor Characteristics | Regulatory Context |
|---|---|---|---|
| 1963-1969 | Cyclamate and Saccharin | Blended sweetness, cyclamate masked saccharin's bitter aftertaste | Cyclamate was later banned by the FDA in 1969 due to animal studies. |
| 1969-1984 | Saccharin | Distinctive, often described as having a metallic aftertaste | Required to carry a warning label after studies linking saccharin to cancer in rats. |
| 1984-2020 | Saccharin and Aspartame | Slightly modified flavor profile with the addition of aspartame | The saccharin warning label was repealed in 2000. |
Conclusion: A Legacy Defined by Sweeteners
Tab's journey is a microcosm of the artificial sweetener industry's history, marked by discovery, controversy, and evolving consumer tastes. The frequent changes to the sweetener in Tab drinks defined its flavor and ultimately, its destiny. From the original cyclamate/saccharin blend to the saccharin-centric years and the later inclusion of aspartame, Tab’s identity was constantly in flux. The unwavering loyalty of its fans, however, was a testament to the distinctive, nostalgic taste created by these very ingredients. Though no longer produced, the legacy of Tab and its sweeteners lives on in the memory of those who loved its unique, metallic zing. The drink's saga serves as a reminder that what we taste, and how we feel about it, is often shaped by science, regulation, and a bit of history.
The Rise and Fall of Tab
- Initial Formulation: Launched in 1963 with a combination of cyclamate and saccharin.
- Reformulation: Changed to a saccharin-only formula in 1969 after the FDA banned cyclamate.
- The Warning Label: Carried a congressionally mandated warning label in the late 1970s and 1980s due to animal studies on saccharin.
- Introduction of Aspartame: Modified again in 1984 to include a small amount of aspartame alongside saccharin.
- Discontinuation: Coca-Cola officially ended production of Tab at the end of 2020.
