From the beginning, Tab’s story has been one of perseverance. The brand survived initial low sales, the artificial sweetener scares of the 1960s and 1970s, lukewarm enthusiasm for the product at the corporate level and intermittent consumer availability to become—for a brief period—the most popular diet soda in America. Then, of course, Diet Coke came along. While it never regained its lofty status as the top diet soda, loyal Tab fans kept the brand alive.