Some people remember TaB Cola for its distinctive pink can, while others recall its "unique" taste. Still others associate the soft drink with a 1970s cancer scare.

Now, TaB is back — sort of. The Coca-Cola Company has reengineered the TaB franchise, pink can and all, as a highly-caffeinated energy drink called TaB Energy, marketed, like the original TaB, toward young, "health"-conscious women.

And weight-conscious celebrities like Lindsay Lohan and Nicole Richie have already been seen tossing back a cold one. "Nicole Richie and Fergie (from the Black-Eyed Peas) were seen guzzling TaB Energy drink all over Manhattan," said Jarett Wieselman, senior lifestyle editor for In Touch Weekly magazine. "And when these two put their stamp of approval on a product, expect other celebrities to follow suit."

According to the label, the new TaB Energy is sugar-free, aspartame-free and saccharin-free (the sweetener this time around is Sucralose), and is hyper-loaded with caffeine (95mg), ginseng (116mg), taurine (785 mg) and carnitine (19 mg).

Coca-Cola is doing its best to get celebs behind their new comeback in a can. TaB Energy was officially introduced Feb. 2 with a premiere party to kick off New York Fashion Week, complete with models, celebs and custom pink furniture. And a major ad campaign (“TaB Energy... Fuel To Be Fabulous”) is scheduled to begin during Sunday night's Oscar telecast.

“TaB Energy will be introduced to America in style," said Mary Merrill, Sports and Energy Drinks group director for The Coca-Cola Company. Speaking of style, the new TaB Energy can is slimmer, but still "fashionably pink," with the same pop-art logo. The taste and color of the drink, however, have changed. According to Coca-Cola, it's now a "deliciously pink 5-calorie energy drink created specifically for women with a sense of style and purpose."

But how does it taste? Fashion Week Daily described the taste as like "a liquid Jolly Rancher," while other reviewers have described the flavor as a lightly-carbonated cross between cough syrup and Pixie Sticks.

"It is replacing Red Bull as the energy drink du jour, especially at trendy clubs where it’s being mixed with vodka," said Wieselman.

--I'm intrigued. Anyone out there tried it? I'll report once I do...

Source: Foxnews

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Posted by Lawren at March 1, 2006 07:45 AM | Trackbacks (0)

You Said

Cross between cough syrup and Pixie Stix? Sign me up....

Says: Rev at March 1, 2006 09:14 AM

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The phrase, "Tastes like cat ass" comes to mind, not that I know.

Says: Nanc' at March 1, 2006 09:37 AM

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