In 2018, in an effort to be more appealing to millennials, Diet Coke was packaged in a taller, more slender can (of the same volume) and introduced four new flavors. By late 2009, some distributors had stopped supplying Diet Coke sweetened with Splenda. Early sales were weaker than anticipated however, Coca-Cola did little advertising for the brand, investing money and advertising in Coca-Cola Zero instead. Sucralose and acesulfame potassium replaced aspartame in this version. In 2005, under pressure from retailer Walmart (which was impressed with the popularity of Splenda sweetener), the company released a new formulation called "Diet Coke sweetened with Splenda". In 2005, the company introduced Coca-Cola Zero (renamed Coca-Cola Zero Sugar in 2017), a sugar-free formula more closely based on original Coca-Cola. The controversial New Coke, introduced in 1985, used a version of the Diet Coke recipe that contained high-fructose corn syrup and had a slightly different balance of ingredients. ĭiet Coke is not based on the Coca-Cola formula, but instead on Tab.
Diet Coke was launched in 1982 and quickly overtook Tab in sales by a wide margin, though the older drink would remain on the market for decades until the COVID-19 pandemic forced Coca-Cola to discontinue Tab along with other slower-selling drinks in 2020. Its rival Pepsi had no such qualms, and after the long-term success of its sugar-free Diet Pepsi (launched in 1964) became clear, Coca-Cola decided to launch a competing sugar-free brand under the Coca-Cola name that could be marketed more easily than Tab.
When diet colas first entered the market, beginning with Diet Rite, the Coca-Cola Company had a long-standing policy to use the Coca-Cola name only on its flagship cola, and so its diet cola was named Tab when it was released in 1963.
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