Tab Cola x 12 cans

Tab was the first diet soft drink brand produced by the Coca-Cola Company. Tab was the second diet cola overall, after Diet-Rite Cola, though the latter was initially sold as a diet aid, not as a mass-market product its popularity with the general public surprised its maker, Royal Crown Cola.

Sensing a market niche, The Coca-Cola Company decided to develop its own diet cola. However, as the company had a long-standing policy of using the Coca-Cola name only on its flagship product, it developed the Tab brand instead. Tab was produced by Coca-Cola's Fanta division, headed by Fred Dickson. It was introduced in 1963.