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Few people know, but Fanta, one of the most popular brands in the world, was created during the Nazi regime as a response to the lack of inputs to produce Coca-Cola in Germany. Understand how Fanta was born and how this soft drink created in Germany during the war became a global phenomenon.
Fanta's origins date back to one of the darkest periods in history: World War II. Amid global tension and the collapse of trade relations between the United States and Nazi Germany, a new soft drink emerged to fill the void of Coca-Cola in Germany. Ironically, it was created within Coca-Cola's German subsidiary.
During the conflict, Coca-Cola GmbH, the American brand's subsidiary in Germany, faced an unprecedented challenge: with the trade blockade imposed by the US after entering the war in 1941, it became impossible to import Coca-Cola's syrup base. It was then that executive Max Keith, who had been running the brand's operations in the country since 1938, needed to find a solution to keep the business running. Learn how Fanta was born.
How Fanta was born: creativity under rationing and war
It was in this context that the idea of creating a new soft drink was born, using the ingredients available in Germany in the midst of food shortages. The solution was to use by-products of the food industry, As:
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- Fermented apple pulp (used in cider production)
- Whey and cheese industry waste
- Saccharin and small amounts of sugar
The mixture resulted in a sweet drink with a variable fruity flavor, as the ingredients depended on what was available at the time. The recipe was unstable, but tasty enough to gain space in a market deprived of other options.
The creation of Fanta: name inspired by the word “Fantasie”
With the formula defined, all that was left was to name the new product. Max Keith proposed to the employees of Coca-Cola GmbH that use their imagination to create a memorable name. It was then that Joe Knipp, a veteran salesperson at the company, suggested “Fanta”, derived from the German word “Fantasy”, which means “fantasy” or “imagination”.
The name was well received, it was registered, and creation of Fanta became official as a trademark of Coca-Cola GmbH — even though the parent company in the United States had no control over the product during the war.
Immediate success among the Germans
Launched in 1942, Fanta quickly became a sales success. Just one year later, in 1943, the drink had already sold three million bottles, an impressive number considering the production and distribution limitations imposed by the conflict.
Its popularity was due not only to its flavor, but also to the rationing of sugar in Nazi Germany. Fanta, with its artificial sweetness, began to be used as a sweetener for infusions and even in culinary recipes. In other words, more than just a drink, it began to meet a practical demand of the population in times of war.
The controversial connection with the Nazi regime
The fact that Fanta was created during the Third Reich raises questions to this day about Coca-Cola GmbH's relationship with the Nazi regime. Although the company maintained an ideological distance from Hitler, there was a clear effort to keep the business operating within German territory.
Including, Hermann Goering, commander of the Nazi air force and Hitler's right-hand man, tried nationalize Coca-Cola in the country. His goal was to take possession of the formula for the original drink, which ended up not happening.
Max Keith, in turn, managed to maintain the company's operations with government support, but never positioned himself as a direct collaborator of the regime. After the war, the Coca-Cola investigated Keith's actions and concluded that the executive had not collaborated with the Nazis. On the contrary, he would have protected employees persecuted by the Gestapo and offered company trucks to provide drinking water to civilians after bombings.
Despite the local success of the new drink, the advance of the Allied troops had a devastating impact. All 43 Fanta factories in Germany were completely bombed. After the war, Coca-Cola regained control of the German subsidiary and restarted production of Coca-Cola in the country.
But Fanta was not forgotten. The precarious formula of the time was reformulated, and the brand was given a new chance — now, with the official endorsement of Coca-Cola Company.
Years later: Fanta conquers the world
It was only in the 1960s that Coca-Cola decided to invest globally in the Fanta brand. The soft drink, originally created as an improvised alternative, began to be produced with more defined fruity flavors — especially orange, grape and pineapple — and was launched in the United States to great reception.
The success was so great that the Fanta has established itself as one of the biggest brands in the Coca-Cola portfolio, alongside Coca-Cola, Sprite and Schweppes.
The soft drink is currently available in over 190 countries, with over 90 different flavors adapted to regional tastes.
Fanta today: colorful, young and popular soft drink
Fanta has become a brand associated with youth, joy and irreverence. Advertising campaigns around the world rely on vibrant colors, animated characters and actions aimed at teenage audiences.
In Brazil, Fanta Laranja is one of the most consumed soft drinks in the category, second only to Coca-Cola and Guaraná Antarctica. In addition to the traditional Fanta Laranja, other versions such as Fanta Uva, Fanta Guaraná and Fanta Maracujá have already been sold in Brazilian markets.
Interesting facts about Fanta and its origins
- A The first Fanta in history had no fixed flavor and not even a standardized color. The composition changed according to the ingredients available on the German market during the war.
- O The original Fanta label included the phrase “a product of Coca-Cola GmbH”, to give credibility to the new soft drink.
- Despite the Nazi origin, the brand was never officially associated with Hitler's regime, having survived the war with a relatively intact reputation.
- Fanta was only officially relaunched in the US in the 1960s., being “discovered” by the American public long after its birth in Germany.
The post-war period was decisive for the reconstruction of the Coca-Cola brand in Europe. The company took advantage of the spontaneous popularity that Fanta had achieved and transformed it into a global product, adjusting its flavor and image to the new political and economic scenario.
Over the decades, Fanta has moved beyond its image as a soft drink created in Germany during the war and has come to represent the diversity of flavors and creativity of local markets. Each country has come to have its own “Favorite Fanta”, with exclusive versions and regional campaigns.
How Fanta was born and became one of the most consumed soft drinks on the planet
The story of how Fanta came to be is, without a doubt, one of the most curious in the world of beverages. What began as an improvised solution amidst the rationing and trade blockade of World War II, ended up becoming one of the most consumed and beloved soft drinks on the planet.
The creation of Fanta in war-torn Germany is proof that even in times of crisis, creativity can pave the way for ideas that span generations. Today, far from its dark past, Fanta is a symbol of color, flavor and diversity.
Excellent article! Many people who consume products are not aware of their origin.
They could well advertise “Fanta’s Uncle”, in allusion to “Sukita’s Uncle”.
It's my favorite soda to this day.
Fanta orange is awesome.
TOP material. These are materials that people should know about. World History should not be hidden, it should always be revealed to the people it can reach.
Interesting article, I didn't know, I really like Coca Cola, but I prefer Fanta grape.