ATLANTA _ TaB, Coca-Cola Co.’s original diet soft drink, is going down the drain. Born in 1963 in an era of full-sugar drinks and originally aimed just at women, TaB became a pop culture touchstone.

Graphic: Elena Scotti (Photos: Getty Images, eBay, The Coca-Cola Company) Tab premiered in 1963, in a textured glass bottle dotted with Space Age sparkles. An early ad from Mademoiselle showed a ...

Coca-Cola discontinued its once groundbreaking Tab diet soda three years ago and a hardy group of fans are actively trying to get the company to bring it back to retail shelves. Last month, on a sunny ...

Tab soda drinkers miss the beverage so much that they have paid for billboards near the Coca-Cola Company headquarters in Atlanta, Georgia, trying to get the company’s attention. Tab diet soda was ...

Bad news for all you Tab drinkers out there—and yes, I’m talking to all three of you. After a 57-year run, Tab is going 10-toes-up. Lost its fizz and flatlined—although with Tab, how could you know? A ...

The average Australian drinks almost 60 litres of soft drink a year. Many people see diet soft drinks as a "healthier" choice than regular ones, and when it comes to sugar, that's true. In comparison, ...