History with Phil: The wartime origins of a favorite soft drink

Fanta is one of the world's most popular soft drinks, but its origins are tied to the resource constraints and political complexities of World War II. Its formulation was not a matter of market research or consumer demand, but a clever response to necessity and survival during a turbulent period.

Before WWII, Coca-Cola had established a strong presence in Germany, where its business was thriving. By the late 1930s, Germany was one of Coca-Cola's largest international markets. Adolf Hitler himself was reportedly a big fan of Coca-Cola. The drink even became a cultural symbol in the Nazi regime, often served at gatherings and public events. It was also used as a morale booster for German soldiers and pilots.

With the onset of hostilities, international trade with Germany became increasingly restricted. In 1940, Coca-Cola's headquarters in Atlanta could no longer send its key syrup and ingredients to Germany due to trade embargoes. This left Max Keith, the head of Coca-Cola's German operations, with a dire problem: how to keep the bottling plants running without the trademark Coca-Cola syrup.

Max Keith refused to shut down production despite the shortages. Determined to create a new product using whatever resources were available, he turned to ingredients that were easy to source domestically in wartime Germany. The result was a drink made from leftovers: whey, a by-product of cheese production, and pomace, the pulp of fruit left over from cider-making. This strange mix was sweetened and carbonated, giving it a distinct yet drinkable flavor.

Keith needed a name for his new drink and instructed his team to use their Fantasie (German for imagination). One employee immediately suggested Fanta; the name stuck. The new beverage quickly became a success, not only because of its availability but also because of the enthusiasm of consumers who had few other options during the war.

When the war ended in 1945, Fanta production ceased in Germany. Coca-Cola's headquarters, eager to reestablish its dominance in Europe, regained control of the German branch and resumed the production of Coca-Cola. Fanta, however, was not forgotten.

After the war, Keith was charged with using slave labor in his bottling plant. However, he was not convicted after many of his workers supported him as a fair and protective manager.

In the 1950s, Coca-Cola recognized the potential of Fanta as a brand and relaunched it with a focus on fruity flavors. Orange became the flagship flavor, and Fanta quickly gained popularity in global markets. Unlike the original wartime version, which was born out of necessity and a lack of options, the new Fanta was positioned as a fun, refreshing drink that could compete with other sodas in a booming post-war consumer economy.

By the 1970s, Fanta had become one of Coca-Cola's most successful international brands. The company tailored its flavors to local markets, introducing unique versions of Fanta in different regions. In Japan, for instance, grape Fanta became a hit, while other countries favored tropical or exotic fruit flavors. Today, Fanta boasts 100 flavors in over 180 countries.

Fanta's unique origin story is a testament to adaptability under pressure and has traveled an extraordinary journey. Ironically, the brand that was created out of Hitler's favorite soft drink and wartime shortages became a part of Coca-Cola's post-war global soft drink dominance.