It contains artificial sweeteners instead of sugar. Unveiled on July 8, ,  and introduced in the United States on August 9,  it was the first new brand since to use the Coca-Cola trademark. The product quickly overtook the company’s existing diet cola, Tab, in sales. When diet colas first entered the market beginning with Diet Rite, the Coca-Cola Company had a long-standing policy to not use the Coca-Cola name on any product other than the flagship cola, and so its diet cola was named Tab when it was released in Its rival Pepsi had no such qualms, and after the long-term success of its sugar-free Diet Pepsi launched in became clear, Coca-Cola decided to launch a competing sugar-free brand under the Coca-Cola name, which could be marketed more easily than Tab, which it did in Diet Coke does not use a modified form of the Coca-Cola recipe, but instead an entirely different formula based on the Tab formula. The controversial New Coke, introduced in , used a version of the Diet Coke recipe that contained high fructose corn syrup and had a slightly different balance of ingredients. In , under pressure from retailer Walmart which was impressed with the popularity of Splenda sweetener [ citation needed ], the company released a new formulation called “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. By late , some distributors had stopped supplying Diet Coke sweetened with Splenda.
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