Fanta is a brand of fruit-flavored carbonated soft drinks created by Coca-Cola Deutschland under the leadership of German businessman Max Keith. There are more than 150 flavors worldwide. Fanta originated in Germany as a Coca-Cola substitute in 1940 due to the American trade embargo of Nazi Germany which affected the availability of Coca-Cola ingredients. Fanta soon dominated the German market with three million cans sold in 1943. The current formulation of Fanta was developed in Italy in 1955.
|Manufacturer||The Coca-Cola Company|
|Country of origin||Germany (beverage)|
Italy (orange version)
|Variants||See International availability|
|Related products||Royal, Sunkist, Crush, Slice, Mirinda, Tango, Bluna|
During the Second World War, the US established a trade embargo against Nazi Germany, making the export of Coca-Cola syrup difficult. To circumvent this, Max Keith, the head of Coca-Cola Deutschland (Coca-Cola GmbH), decided to create a new product for the German market, using only ingredients available in Germany at the time, including beet sugar, whey, and apple pomace—the "leftovers of leftovers", as Keith later recalled. The name was the result of a brainstorming session, which started with Keith's exhorting his team to "use their imagination" (Fantasie in German), to which one of his salesmen, Joe Knipp, retorted "Fanta!".
The German plant was cut off from Coca-Cola headquarters following America's entry into the war following the Japanese attack on Pearl Harbor in 1941. After the war, The Coca-Cola Company regained control of the plant, formula, and the trademarks to the new Fanta product—as well as the plant profits made during the war.
In 1943 alone, 3 million cases of Fanta were sold in Germany. Many bottles were not drunk but used as a cooking ingredient to add sweetness and flavor to soups and stews, since wartime sugar was severely rationed.
During the war, the Dutch Coca-Cola plant in Amsterdam (N.V. Nederlandse Coca-Cola Maatschappij) suffered the same difficulties as the German Coca-Cola plant. Max Keith put the Fanta brand at the disposal of the Dutch Coca-Cola plant, of which he had been appointed the official caretaker. Dutch Fanta had a different recipe from German Fanta, elderberries being one of the main ingredients.
Fanta production was discontinued when the German and Dutch Coca-Cola branches were reunited with their parent company after 1945. Following the launch of several drinks by the Pepsi corporation in the 1950s, Coca-Cola relaunched Fanta in 1955. The drink was heavily marketed in Europe, Asia, Africa, and South America, although it did not become widely available in the United States until the 1960s because the company feared it would undermine the strong market position of their flagship cola.
Fanta is known for its upbeat colorful advertising; in the United States, it showcases The Fantanas, a group of young female models, each of whom promotes an individual Fanta flavor. For the re-introduction of Fanta in the United States, Coca-Cola worked with the ad agency Ogilvy (NYC) in 2001. After a brainstorming session, the Ogilvy creative team of Andrea Scaglione, Andrew Ladden, and Bill Davaris created the tagline "Wanta Fanta!" which became the jingle for the Fantanas in the broadcast campaign. The campaign lasted from mid-2001, in the form of a successful trial run, to October 1, 2006. Three years later, in June 2009, Fanta re-launched the campaign.
75th anniversary versionEdit
In February 2015, a 75th-anniversary version of Fanta was released in Germany. Packaged in glass bottles evoking the original design and with an authentic original wartime flavor including 30% whey and pomace, it is described on the packaging as "less sweet" and a German original. An associated television ad referenced the history of the drink and said the Coca-Cola company wanted to bring back "the feeling of the Good Old Times" which was interpreted by many to mean Nazi rule. The ad was subsequently replaced.
There are more than 100 flavors worldwide.
In Albania, Bosnia and Herzegovina, Croatia, Poland, Serbia, Romania, Russia, Sweden, and some other European countries, there is Fanta Shokata (a wordplay between "soc" which is "elderberry" in Romanian, and "shock") based on an elderflower blossom extract drink.
Orange Fanta is available in Canada. The formula differs from its American counterpart in that it contains orange juice and the American version contains none. The other variants available in Canada are Grape and Cream Soda, both made with grape juice.
In Ireland, Fanta flavors include Orange, Lemon, Rock Shandy, and Exotic. Sugar-Free flavors include Orange, Lemon, Exotic, Pink Grapefruit, Grape, Raspberry, Wildberry, and #WhatTheFanta (Limited Edition).
In the UK, Fanta flavors include Orange, Lemon, and Fruit Twist. Sugar-Free flavors include Orange, Icy Lemon, Fruit Twist, Pink Grapefruit, Grape, Raspberry, and #WhatTheFanta (Limited Edition). All versions of Fanta in the UK contain fruit juice.
Primary competitors to Fanta have included Tango, Mirinda, Sunkist, Slice, Sumol, Crush, Faygo, Tropicana Twister, and Orangina. Fanta is the second drink to have been produced by Coca-Cola, after the original Coca-Cola.
In New Zealand, unlike the rest of Australasia, Fanta is still visually branded with the original logo since the global repackage was made in 2008. The New Zealand market includes the Fanta variants Fanta Blueberry, Fanta Sour Watermelon, and Fanta Strawberry Sherbet.
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