TaB Energy is marketed as a low calorie energy drink named after TaB, Coca Cola's original low-calorie cola brand. While it shares the TaB name, it is not a cola product like the original TaB. Fashion Week Daily describes it as a “sweet and sour beverage” with a taste “reminiscent of a liquid Jolly Rancher”. Some drinkers alternatively label the taste as reminding them of strawberry or watermelon Nerds, and find it bitter yet quenching. Others still find that it has a distinct leafy taste. It is sweetened with sucralose (rather than saccharin), is pale pink, and lightly carbonated.
It is packed in 10.5-US-fluid-ounce (311 ml) slim cans (with a shape similar to the can used for Red Bull). The New Yorker notes than the original Tab has 31 milligrams of caffeine and less than 1 calorie (4.2 kJ) per serving, while TaB Energy has 95 milligrams of caffeine and 5 calories (21 kJ). (It also contains 785 mg taurine, 116 mg ginseng extract, 19 mg carnitine, and 0.90 mg guarana extract, according to the can.)
The drink is currently being targeted and advertised towards a female market as illustrated by the pink color theme and slogan 'Fuel to be Fabulous'. The song used in the American version of the commercial is "Cobrastyle" by the Teddybears.
TaB Energy is also available in Mexico since December 2006, in New Zealand since February 26, 2007, and in Spain since September 2008 under the name TaB Fabulous. This drink is currently being taken off the market by Coca-Cola.
Read more about Tab Energy: Ingredients, Ad Campaign
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