Coca‑Cola’s story began in 1886 when Dr. John Stith Pemberton, a Civil War veteran seeking a new pain‑relief formula, mixed coca leaf extract and kola nut infusion into a fizzy concentrate. The drink’s popularity surged as Americans turned to non‑alcoholic beverages during Prohibition, and the term “soft drink”—meaning non‑alcoholic—was coined at the time.
Originally sold as a concentrate to be diluted with sparkling water, Coca‑Cola evolved into a pre‑carbonated beverage that was bottled and shipped worldwide. By the 1930s the company had established Coca‑Cola GmbH in Germany, headed by Max Keith.
When the United States entered the war, importing the original Coca‑Cola syrup into Nazi Germany became impossible. Faced with shortages of sugar, wheat, and other key ingredients, Keith had to improvise. He used what he described as “the leftovers of the leftovers”: apple pulp from cider production, beet sugar, and whey—a by‑product of cheese making.
Although the resulting beverage tasted far from the bright orange soda we know today, it was sweet enough to serve as a flavoring agent for soups and stews. It was sold in glass bottles and quickly became a staple of German households during the war.
The name “Fanta” was derived from the German word fantasie (imagination). Marketing director Joe Knipp coined the catchy term, which the team embraced as a symbol of ingenuity under constraint.
Keith’s leadership coincided with a period of intense collaboration between Coca‑Cola Deutschland and the Nazi government. While never formally a party member, he maintained close ties to ensure continued production, even coordinating large-scale Nazi salute displays at company events. The company also sponsored the 1936 Berlin Olympics, featuring Coca‑Cola branding alongside the swastika.
After the war, Keith was rewarded by Coca‑Cola’s headquarters in Atlanta, promoted to head of Coca‑Cola Europe, and the company absorbed the German operations of other occupied European nations.
In the post‑war era, Fanta was reintroduced—first in Italy as a bright, orange‑colored soda—and subsequently rolled out worldwide. Today it is available in a variety of fruit flavors, with orange remaining the most iconic. Despite its complex origins, Fanta has become a testament to brand resilience and the ability of consumers to separate a product from its historical baggage.
Understanding Fanta’s past provides valuable insight into how global brands navigate political landscapes and transform adversity into enduring market presence.
