Did you know your favorite orange soda, Fanta, was born in the shadow of Nazi Germany during World War II?
This surprising chapter in the history of a global beverage icon reveals a story of ingenuity, survival, and reinvention. When the U.S. cut off Coca-Cola syrup supplies to Germany due to wartime restrictions, Coca-Cola Deutschland had to think fast to keep its business alive. The result? A fizzy drink that not only survived the war but grew into one of the world’s most popular sodas.
When America entered World War II in 1941 after the attack at Pearl Harbor, a trade embargo put a hold on shipments of Coca-Cola syrups into Nazi Germany. Max Keith, who was in charge at Coca-Cola Deutschland, had a difficult decision: close up operations or innovate. Keith opted for the latter, instructing his team to come up with another beverage from available German resources. The answer lies in locally available ingredients such as sugar beet, whey (by-product from cheesemaking), and apple pomace, which remain from the presses for cider. These scraps were expertly combined and would eventually go on to be called Fanta, after salesman Joe Knipp proposed that it be called that as a lighthearted reference for “Fantasie,” a German noun for imagination.
By 1943, Fanta had successfully sold almost 3 million cases throughout Germany. Fanta’s uses went well beyond refreshing beverages; people even employed it as a sweetener for cooks during periods of sugar rationing. The popularity of the product kept Coca-Cola Deutschland in business in an adverse time, although production under Nazi rule has been controversial. Although there is no direct evidence connecting Fanta itself to the Nazi regime, the firm’s overall wartime policies, such as staging the 1936 Berlin Olympics, in which swastikas and its logo were present together, complicate its history.
Following World War II, Fanta’s history brightened up. In 1955, it was reintroduced in a new flavor, orange, which became its iconic flavor. This new formulation, sold in a characteristically annulated bottle, proved popular. The brand was acquired in 1960 by Coca-Cola and distributed throughout Europe, Asia, Africa, and South America. Fanta entered the U.S. marketplace in 2001 after a significant advertising campaign tapped into its appeal among Latin American communities throughout the country. Fanta now has more than 200 flavors in operation worldwide, bolstered by its colorful branding and global distribution, making it a standard in its sector today.
Fanta’s World War II history, though, is still sensitive. A German 75th anniversary campaign in 2015 referenced the “Good Old Times” and was met with criticism for brushing off World War II. Allegations were made regarding Fanta’s associations as pro-Nazi. Coca-Cola apologised within a day, claiming Fanta never had political associations and pulling the commercial off the networks.
