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While the term “fridge cigarette” is new to the internet’s lexicon, the idea of treating oneself to a Diet Coke break is not.

Diet soda sales are up about 19.5% from 2018, compared to just 8.4% for regular soda in the same period, making it an attractive segment for soda makers seeking growth.

And the main victim of Diet Coke was not the original Coke, but Tab. Over the years, Tab’s market share dwindled; by 2019, its sales made up only about 1% of the Coca-Cola portfolio .