Tab Energy Drink - The BevNET.com Review

		Tab Energy Drink Coca-Cola of North America, Inc. Tel: 800-438-2653 Fax: [Submit] [Edit Info] [Edit Logo] E-mail: Send Email Inquiry URL: http://www.cocacola.com [Edit] BevNET Traffic Rank: #70 / 1248

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Created: 11/11/2005 / Last Update: 11/17/2005 8:07:46 PM

Manufacturer's Brand Overview: [Edit]
What do you get when you combine one of CCNA's most iconic brand names with one of the fastest-growing segments in the beverage industry? The most anticipated new energy drink launch of 2006 - Tab Energy. While Tab Energy shares the Tab brand name, it is not a cola. It is a completely new energy drink created especially for women. The deliciously crisp and lightly carbonated pink beverage is sugar-free, with only five calories per 10.5 ounce can. Tab Energy will be available in eye-catching, fashionably pink cans and four-packs.

Tab Energy Drink
Category: Energy: Regular; Packaging: 10.5 fl oz (310 ml) sleek can

BevNET Review:
TaB Energy is a product that you really have to stop and think about. Specifically, one must ask how a saccharin-based cola brand is transformed into a pink colored energy drink and what Coca-Cola thinks they are accomplishing with this relaunch. The flavor is sweet and candy-like, but its finish is sweetener-laden in what's likely a throwback to the style of the original TaB. All in all, there aren't a lot of "energy" enhancing ingredients in this product AND the saccharin has been replaced with sucralose (a wise decision). Using a 10.5-ounce slim can with a pink-patterned design, this product's packaging goes well with it's low-calorie pink formulation, but it does nothing to pull in the type of consumer who was around when TaB was easily available on the store shelves. Still, there's a chance for this product as some sort of retro-chic energy drink -- but it's doubtful that this product will achieve mainstream success.

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