Fanta Cola
Lora Ceasor
Fanta (/ˈfntə/) is an American-owned brand of fruit-flavored carbonated soft drink created by Coca-Cola Deutschland under the leadership of German businessman Max Keith. There are more than 200 flavors worldwide. Fanta originated in Germany as a Coca-Cola alternative in 1941 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 cases sold in 1943. The current formulation of Fanta, with orange flavor, was developed in Italy in 1955.
During the Second World War, the United States established a trade embargo against Nazi Germany, making the export of Coca-Cola syrup difficult.[2] 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 sugar beet, whey (a cheese byproduct), and apple pomace. He later described them as the "leftovers of leftovers".[2][3] 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!".[3]
In 1943, 3 million cases of Fanta were sold in Germany. Many bottles were not consumed as a beverage but used as a cooking ingredient to add sweetness and flavor to soups and stews, as sugar was severely rationed.[2][3]
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. 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.[4]
Following the launch of several drinks by Pepsi-Cola in the 1950s, Societ Napoletana Imbottigliamento Bevande Gassate (SNIBEG) relaunched Fanta in 1955 with a different formulation. In 1960 Coca-Cola bought the brand, distributing it worldwide. 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.[6] Even then, its availability was limited especially after the 1980s due to sister brand Minute Maid selling similar products under its own name. In 2001, Fanta received a national push due to the U.S.'s growing Hispanic population and the drink's proven popularity in Latin America.[7]
The modern-day orange Fanta was first produced in Naples, Italy in 1955 by a local bottling plant using locally sourced oranges.[8][9][10] The design of the classic annulated bottle comes from these years.
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.[12][13]
In Mexico, Fanta is made with sugar whereas the US version uses high fructose corn syrup. In the UK, the sugar content was reduced in 2017 to 4.6g per 100ml in the standard version (non-sugar free) to ensure that the product was below the 5g that would incur the country's sugary drink tax. This was a third lower than the recipe used before 2016, as some of the sugar was replaced by sweeteners.[16]
In Albania, Bosnia and Herzegovina, Croatia, Poland, Serbia, Romania, Sweden, and some other European countries, there is Fanta Shokata (a wordplay on "soc" which means both "elderberry" and "shock" in Romanian) based on an elderflower blossom extract drink. In Russia, however, "Shokata" is the rebranding of Fanta Citrus, which is more like a common lemonade. This version of the drink is clear, like ordinary lemonade, while the bottle is blue-colored.[17]
In early February 2023, The Coca Cola Company announced that Lilt (a pineapple and grapefruit soft drink sold in countries such as the UK and the Republic of Ireland) would be rebranded as Fanta Pineapple and Grapefruit flavor on 14 February 2023.[18]
ATLANTA, April 25, 2024 /PRNewswire/ -- The 2000s called, and they want to know: Don't ya Wanta, Wanta Fanta? Fanta, the leading sparkling fruit beverage brand known for deliciously refreshing flavors, is introducing a reprise of one of its most iconic global platforms 'Wanta Fanta,' aiming to nudge fans to do more of what they want amid the constant hustle and daily pressure to do what they need.
The new campaign also brings back the iconic 'Wanta Fanta' anthem. While it has the same unforgettable hook, the song features a lyrical twist that cleverly brings to life the struggle between everyday needs and wants. Capturing the most common needs in a fan's life and positioning Fanta as the champion for daily little wants. After all, doing what you want can be as easy as drinking an ice-cold, delicious, lip-smacking Fanta.
Fanta will also enlist a mix of TikTok creators to share engaging content inspired by and celebrating the new Wanta Fanta tune. Fans on the platform will be able to participate in the "Tell us what you #Wanta?" challenge for a chance to receive rewards like exclusive merch and product.
"Wanta Fanta is a shoutout to a generation craving more balance and time out for themselves." said Ibrahim Khan, Global Vice President of Marketing Fanta at The Coca-Cola Company. "Walking through the supermarket, we realized the aisles were exploding with functionality. Most products focused only on the physical demands of a Gen Z lifestyle. So instead, we decided to speak to their spirit. Moments when they want drinks that are just delicious, with no strings attached. When they want to do things just for themselves to feel good. That's what Wanta Fanta is about. Because doing what you want can be as easy as drinking an ice-cold, delicious can of Fanta."
"We created the new platform and work to speak directly to our fans to let them know we see them and hear them," Camilla Zanaria, Senior Director, Global Shopper & Consumer Content, Sparkling Flavors. "The campaign film and remixed jingle both speak directly to the often-challenging balance of daily responsibility and desire for fun our fans face. We want to give people permission to carve out more moments for what they want to do."
The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company's purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We're constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people's lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.
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