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TaB will only disappear from local shelves by the end of 2022
The popular no-caffeine, no-sugar drink, TaB is here to stay in South Africa until at least the end of 2022.
TaB will be ‘gradually’ retired in South Africa
New reports suggest that while TaB sales were halted in the US at the end of 2020, a spokesperson revealed that TaB will be “gradually” retired in South Africa until the end of 2022. TaB will therefore not be available in South Africa – its last remaining market – from the start of 2023.
In October last year, Coca-Cola announced that TaB would be discontinued in South Africa as it continues to trim back its product lineup to focus on popular drinks with more growth potential.
Coca-Cola has been streamlining its portfolio: cutting down from 400 to 200 master brands. This doesn’t mean the company has abandoned NPD, says CEO James Quincey – rather, he sees the strategy as clearing the way for the ‘next generation of innovation’.
With the company releasing its FY2020 results yesterday, Quincey paints a cautious picture of optimism for the year ahead – noting that vaccination campaigns are still in the early stages and better visibility for the business will emerge in the months ahead.
But he says carefully targeted innovations – such as Topo Chico Hard Seltzer, Coca-Cola Energy and regional bets like Authentic Tea House in Asia – will be how the company does innovation in 2021.