Goodbye, Tab: Coca-Cola will discontinue the iconic diet soda.

The Coca-Cola Company is discontinuing Tab, its first diet soda brand that became a cultural icon in the 1980s and retains a small but loyal cult following to this day.

For years, rumors have circulated that the soda giant was planning to end the brand, which was introduced in 1963. The possibility of its demise had prompted Tab’s most devoted fans — who call themselves Tabaholics — to reach out to the company to complain and even sign petitions demanding that Coca-Cola keep Tab alive.

But this time, it’s really over: Tab is going away amid an effort by Coca-Cola to “retire select underperforming products” by the end of this year, the company announced on Friday.

Coca-Cola said that plans to streamline the company’s beverage brands were “underway well before the coronavirus outbreak,” but that supply chain disruptions and changing consumer behavior caused by the pandemic prompted the company to speed up its efforts.

Other outgoing products include Odwalla, Coca-Cola Life, Diet Coke Fiesty Cherry and Sprite Lymonade, as well as regional beverage brands such as Northern Neck Ginger Ale and Delaware Punch.

“It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources, and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio,” Cath Coetzer, global head of innovation and marketing operations for The Coca-Cola Company, said in a statement.

Tab was initially marketed to women with the message that the zero-calorie beverage would keep their waistlines trim.

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