Product cuts at Coca-Cola are continuing as the soda giant goes forward with plans of streamlining production of top-performing beverage lines and retiring several underperforming products by the end of the year.

The latest to get the boot is Tab, Coca-Cola’s first-ever diet soda which debuted in the 1960s and primarily targeted female consumers looking for a health-conscious option in the soda aisle. During its heyday in the ‘70s and ‘80s, the sugar-free soda garnered a cult following and was marketed as a “beautiful drink for beautiful people.” Its sales, however, were soon cannibalized by Diet Coke, which was released in 1982 and had a more pleasant taste with the same low-calorie benefits.

Tab is still popular among a loyal albeit small fan base today. When a shortage in 2018 prompted rumors of a possible discontinuation, the self-proclaimed Tabaholics started a crusade to keep their favorite soda on the market, taking their complaints directly to Coca-Cola and signing online petitions. Unfortunately, the pandemic has expedited Tab’s demise as it was deemed an underperforming product in the Coca-Cola portfolio.