Tab was The Coca-Cola Company's first diet cola, introduced in 1963.
The company developed Tab as a low-calorie cola for consumers who wanted a sweetened soft drink with fewer calories. It was introduced before Diet Coke and became one of the earliest major diet sodas sold nationally in the United States.
Tab's name was often written in all capital letters in its branding. The beverage used an artificial sweetener rather than the sugar found in Coca-Cola, reflecting the growing market for calorie-conscious drinks during the 1960s.
A common mix-up is to identify Diet Coke as the company's first diet cola. Diet Coke launched in 1982 and became much more commercially successful, but Tab had already occupied that category for nearly two decades. Fresca was also a Coca-Cola low-calorie soft drink, though it was not the company's first diet cola.