In its long history, the sweetener in Tab was a source of both its unique flavor profile and significant controversy. The beloved diet soda, a flagship product for Coca-Cola, saw its formula shift several times due to regulatory concerns and competition. Understanding the evolution of Tab’s sweeteners is key to understanding its journey, from a popular 1960s beverage to a cult classic that was eventually discontinued.
The Original Sweetener: Cyclamate and Saccharin
When Tab was first introduced in 1963, diet sodas were a relatively new phenomenon, and Coca-Cola decided to use a combination of two different artificial sweeteners: saccharin and cyclamate. This blend was innovative for its time, as cyclamate helped to mask the slightly bitter, metallic aftertaste that saccharin can have on its own. The result was a product marketed as a low-calorie cola that tasted less bitter than other diet drinks on the market. The success of this formula helped Tab become a bestseller in the diet soda category during the 1960s and 70s.
The Cyclamate Ban and Reformulation
The first major turning point for Tab's formula occurred in 1969 when the FDA banned cyclamate based on studies linking high consumption in rats to bladder cancer. Without its partner sweetener, Coca-Cola was forced to reformulate Tab, relying solely on saccharin to sweeten the drink. The saccharin-only version of Tab became known for its more distinct aftertaste, a flavor that its devoted fanbase grew to appreciate and even prefer. The 1970s saw Tab's peak popularity, despite the lingering controversy surrounding saccharin.
The Saccharin Scare and the Rise of Aspartame
Even as it thrived, Tab faced another challenge. Follow-up studies in the 1970s once again put saccharin under the microscope, leading the U.S. Congress to mandate that all products containing the sweetener carry a warning label stating it was linked to cancer in laboratory animals. The warning label, however, did little to deter Tab's hardcore fans, and it remained the top-selling diet soda in 1982.
Around this time, however, a new competitor emerged: Diet Coke. Launched in 1982, Diet Coke was sweetened with aspartame (NutraSweet) and offered a cleaner, less lingering taste profile. Sensing a shift in the market and a need for a new direction, Coca-Cola eventually introduced Nutrasweet (aspartame) into the Tab formula in 1984. This move, ironically, caused an uproar among its loyalists, who complained about the change in flavor. Ultimately, aspartame was included with saccharin in the final North American formula of Tab.
The Discontinuation of Tab
Tab's market share gradually declined over the decades, overshadowed by the massive success of Diet Coke and, later, Coke Zero. Despite maintaining a small but passionate cult following, the drink was eventually deemed obsolete in Coca-Cola's streamlined product portfolio. In October 2020, Coca-Cola officially announced that Tab would be discontinued by the end of the year, bringing an end to an era of diet soda history. The company removed saccharin from its list of carcinogens in 2000, and the warning label requirement was repealed, but by then, Tab's legacy was already cemented.
The Different Sweeteners Used in Tab
| Sweetener | Years Used | Reason for Change | Final Verdict |
|---|---|---|---|
| Cyclamate | 1963–1969 | Banned by the FDA due to cancer risk concerns based on rat studies. | Prohibited in the U.S.; no evidence of carcinogenicity in humans found later. |
| Saccharin | 1963–2020 | Served as the main sweetener after the cyclamate ban. | Maintained despite controversy; the warning label was eventually removed. |
| Aspartame (NutraSweet) | 1984–2020 | Added to a reformulated version to compete with Diet Coke. | Used alongside saccharin; initially caused backlash from loyal fans. |
Conclusion
The sweetener in Tab is a story of adaptation and loyalty. The journey from a saccharin-cyclamate blend to a saccharin-aspartame mix reflects not only shifts in consumer health perceptions and tastes but also the evolution of the artificial sweetener industry. For a loyal segment of the population, the distinctive, sometimes metallic, taste of saccharin defined Tab for generations. While the soda may be gone, its legacy as an early pioneer in the diet drink market and its complicated relationship with artificial sweeteners remains a fascinating part of beverage history. For more information on the history of Tab, you can explore the Wikipedia entry on the drink.
