Coca-Cola is putting an end to TaB drink

ATLANTA — TaB, Coca-Cola Co.’s original diet soft drink, is going down the drain.

The Atlanta-based company said Friday that it’s eliminating TaB as part of broader, sped-up efforts to drop underperforming products so it can focus onmore promising ones.

Born in 1963 in an era of fullsugar drinks and originally aimed just at women, TaB became a pop culture touchstone.

TaB’s sales volumes have been gradually declining for years, despite pockets of fans. Last year, it was down 16 percent in the U.S., compared with the year before, dropping to just 1.4million cases, according to Beverage Digest. Diet Coke had about 636 million cases in the nation the same year.