Tab Energy
Encyclopedia
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 USoz 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 Calories (4,184 J) per serving, while TaB Energy has 95 milligrams of caffeine and 5 Calories (20,920 J). (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.
, citric acid
, taurine, natural and artificial flavors, sodium citrate
, sodium benzoate
, ginseng
extract, caffeine
, vegetable juice
, acesulfame potassium
, sucralose
, carnitine
fumarate, niacin
amide (Vitamin B3), pyridoxine hydrochloride
(Vitamin B6), Guarana
extract, and cyanocobalamin
(Vitamin B12)
The official website for the drink has various features, including links to photos of TaB launch parties at exclusive venues.
In addition, Fox News.com published an article called “Pink Power: TaB Is Back, Sort Of” that mentions how TaB is the new favorite energy drink of Hollywood stars. There are even people quoted within the article that mention how “Nicole Richie and Fergie (from the Black-Eyed Peas) were seen guzzling TaB Energy drink all over Manhattan… and when these two put their stamp of approval on a product, expect other celebrities to follow suit” and that “"[t]he design is great and it is a much prettier can to be caught by the paparazzi drinking — and the pink design makes it almost like an accessory.”
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
named after TaB
Tab (soft drink)
Tab, stylized as TaB, is a diet cola soft drink produced by the Coca-Cola Company, first introduced in 1963. The soda was created by Coca Cola after the successful sales and marketing of Diet Rite cola, owned by The Royal Crown Company; previously, Diet Rite had been the only sugarless soda on the...
, 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
Jolly Rancher
Jolly Rancher is a brand of candy, including hard candy, gummies, fruit chews, jellybeans, lollipops, and sodas. It is currently owned by Hershey. The product was originally produced by the Jolly Rancher Company, founded in 1949 by Bill and Dorothy Harmsen of Golden, Colorado...
”. Some drinkers alternatively label the taste as reminding them of strawberry or watermelon Nerds
Nerds
Nerds are a form of candy currently sold by Nestlé under their Willy Wonka Candy Company brand.Nerds were first created and then launched in 1983 by Kevin Ruby Deering, who was Brand Manager, eventually becoming Vice President of Marketing and Technical Services until he left in 1992. Robert Boutin...
, and find it bitter yet quenching. Others still find that it has a distinct leafy taste. It is sweetened with sucralose
Sucralose
Sucralose is an artificial sweetener. The majority of ingested sucralose is not broken down by the body and therefore it is non-caloric. In the European Union, it is also known under the E number E955. Sucralose is approximately 600 times as sweet as sucrose , twice as sweet as saccharin, and 3.3...
(rather than saccharin
Saccharin
Saccharin is an artificial sweetener. The basic substance, benzoic sulfilimine, has effectively no food energy and is much sweeter than sucrose, but has a bitter or metallic aftertaste, especially at high concentrations...
), is pale pink, and lightly carbonated.
It is packed in 10.5 USoz slim cans (with a shape similar to the can used for Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
). The New Yorker
The New Yorker
The New Yorker is an American magazine of reportage, commentary, criticism, essays, fiction, satire, cartoons and poetry published by Condé Nast...
notes than the original Tab has 31 milligrams of caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
and less than 1 Calories (4,184 J) per serving, while TaB Energy has 95 milligrams of caffeine and 5 Calories (20,920 J). (It also contains 785 mg taurine, 116 mg ginseng
Ginseng
Ginseng is any one of eleven species of slow-growing perennial plants with fleshy roots, belonging to the genus Panax of the family Araliaceae....
extract, 19 mg carnitine
Carnitine
Carnitine is a quaternary ammonium compound biosynthesized from the amino acids lysine and methionine. In living cells, it is required for the transport of fatty acids from the cytosol into the mitochondria during the breakdown of lipids for the generation of metabolic energy. It is widely...
, and 0.90 mg guarana
Guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
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
Cobrastyle
"Cobrastyle" is a single performed by Teddybears featuring Mad Cobra from two of their albums, Fresh, and Soft Machine. Cobrastyle uses the piano riff from "Good Thing" by Fine Young Cannibals, and uses elements from Erick Sermon's "Bomdigi" and Sugar Hill Gang's "Rapper's Delight"...
" 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.
Ingredients
Carbonated waterCarbonated water
Carbonated water is water into which carbon dioxide gas under pressure has been dissolved, a process that causes the water to become effervescent....
, citric acid
Citric acid
Citric acid is a weak organic acid. It is a natural preservative/conservative and is also used to add an acidic, or sour, taste to foods and soft drinks...
, taurine, natural and artificial flavors, sodium citrate
Sodium citrate
Trisodium citrate has the chemical formula of Na3C6H5O7. It is sometimes referred to simply as sodium citrate, though sodium citrate can refer to any of the three sodium salts of citric acid. It possesses a saline, mildly tart flavor. For this reason, citrates of certain alkaline and alkaline earth...
, sodium benzoate
Sodium benzoate
Sodium benzoate has the chemical formula NaC6H5CO2; it is a widely used food preservative, with E number E211. It is the sodium salt of benzoic acid and exists in this form when dissolved in water. It can be produced by reacting sodium hydroxide with benzoic acid.-Uses:Sodium benzoate is a...
, ginseng
Ginseng
Ginseng is any one of eleven species of slow-growing perennial plants with fleshy roots, belonging to the genus Panax of the family Araliaceae....
extract, caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
, vegetable juice
Vegetable juice
Vegetable juice is a drink made primarily of blended vegetables. Vegetable juice is often mixed with fruits such as tomatoes or grapes to improve flavor...
, acesulfame potassium
Acesulfame potassium
Acesulfame potassium is a calorie-free artificial sweetener, also known as Acesulfame K or Ace K , and marketed under the trade names Sunett and Sweet One. In the European Union, it is known under the E number E950...
, sucralose
Sucralose
Sucralose is an artificial sweetener. The majority of ingested sucralose is not broken down by the body and therefore it is non-caloric. In the European Union, it is also known under the E number E955. Sucralose is approximately 600 times as sweet as sucrose , twice as sweet as saccharin, and 3.3...
, carnitine
Carnitine
Carnitine is a quaternary ammonium compound biosynthesized from the amino acids lysine and methionine. In living cells, it is required for the transport of fatty acids from the cytosol into the mitochondria during the breakdown of lipids for the generation of metabolic energy. It is widely...
fumarate, niacin
Niacin
"Niacin" redirects here. For the neo-fusion band, see Niacin .Niacin is an organic compound with the formula and, depending on the definition used, one of the forty to eighty essential human nutrients.Niacin is one of five vitamins associated with a pandemic deficiency disease: niacin deficiency...
amide (Vitamin B3), pyridoxine hydrochloride
Pyridoxine
Pyridoxine is one of the compounds that can be called vitamin B6, along with pyridoxal and pyridoxamine. It differs from pyridoxamine by the substituent at the '4' position. It is often used as 'pyridoxine hydrochloride'.-Chemistry:...
(Vitamin B6), Guarana
Guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
extract, and cyanocobalamin
Cyanocobalamin
Cyanocobalamin is an especially common vitamer of the vitamin B12 family. It is the most famous vitamer of the family, because it is, in chemical terms, the most air-stable...
(Vitamin B12)
Ad campaign
The TaB energy drink campaign was driven by Hollywood Lifestyle. The product launch was on Feb. 2, 2006 with a premiere party during New York Fashion Week ‘06. Their ad campaign slogan is “TaB Energy... Fuel To Be Fabulous”. The original broadcast of the TaB Energy commercial aired during the Oscar telecast in 2006. The commercial features well dressed, attractive women, who could very well be Hollywood stars, and their daily activities, including shopping for extravagant clothing, driving expensive cars, and eating at exclusive restaurants.The official website for the drink has various features, including links to photos of TaB launch parties at exclusive venues.
In addition, Fox News.com published an article called “Pink Power: TaB Is Back, Sort Of” that mentions how TaB is the new favorite energy drink of Hollywood stars. There are even people quoted within the article that mention how “Nicole Richie and Fergie (from the Black-Eyed Peas) were seen guzzling TaB Energy drink all over Manhattan… and when these two put their stamp of approval on a product, expect other celebrities to follow suit” and that “"[t]he design is great and it is a much prettier can to be caught by the paparazzi drinking — and the pink design makes it almost like an accessory.”