Who Invented Fanta and Why Coca-Cola Needed It

Max Keith, Coca-Cola’s German operations director, devised Fanta during World War II when trade restrictions between the United States and Germany severed access to Coca-Cola concentrate, forcing him to invent an alternative beverage to maintain the company’s German business and protect thousands of jobs.

Who Invented Fanta? From Wartime Substitute to Global Icon

During a time of resource scarcity and global conflict, **Max Keith** showed extraordinary creativity by ensuring Coca-Cola’s survival in Nazi Germany. The beverage he created under those dire circumstances would later become one of the world’s most recognized soft drink brands.

Wartime Innovation and Survival

• Fanta was invented in Nazi Germany using minimal and unconventional ingredients like apple pomace, whey, and saccharin due to the unavailability of Coca-Cola concentrate.
• The original Fanta tasted very different from today’s orange version and was so versatile that German consumers used it for cooking and as a soup sweetener during sugar shortages.
• Keith’s innovation saved Coca-Cola’s German infrastructure, including bottling facilities and distribution channels, positioning the company well for post-war recovery.

Post-War Revival and Strategic Rebranding

After World War II, Coca-Cola capitalized on Fanta’s earlier German success by carefully reviving the brand. In 1955, the company introduced an entirely new recipe in Italy, featuring a citrus-based, orange-flavored formula specifically designed to counter **Pepsi’s growing product variety efforts**.

• Fanta was relaunched in Italy in 1955 with a brand-new orange formula aimed at appealing to wider global markets.
• The revival turned Fanta into a global competitor, expanding its reach and establishing it as a key part of Coca-Cola’s response strategy to Pepsi.

Fanta’s Global Modern Presence

What started as a national solution soon transformed into a global phenomenon. Today, Fanta is enjoyed by millions across continents, marking its place in beverage history.

• Fanta is distributed in over 190 countries worldwide, making it one of Coca-Cola’s most successful international brands.
• There are more than 90 Fanta flavors, tailored to local tastes and preferences, with orange remaining the most iconic flavor globally.

The Dark Origins of Fanta: Born from War and Necessity

Fanta’s creation story reveals a sobering chapter in corporate history that few people know about. During World War II, Max Keith, Coca-Cola’s German operations director, faced an impossible situation when US-German trade embargoes severed his supply chain completely. Without access to Coca-Cola’s closely guarded “7X” flavor concentrate, Keith had to make a critical decision: shut down operations and lose thousands of jobs, or find an alternative solution.

Keith chose innovation born from desperation. He gathered his team for an urgent brainstorming session, challenging them to develop a new beverage using whatever ingredients remained available in wartime Germany. The breakthrough moment came when Keith asked his employees to use their “Fantasie” – the German word for imagination. Employee Joe Knipp immediately shouted “Fanta!” and the name stuck.

A Recipe Born from Scarcity

The original Fanta formula tells a remarkable story of resourcefulness during extreme rationing. Keith’s team created their new drink from what they called “leftovers of leftovers.” The primary ingredients included:

• Apple pomace – the fibrous remains left over from cider production
• Whey – the watery byproduct from cheesemaking processes
• Saccharin for sweetening when sugar became unavailable
• Small amounts of beet sugar during rare periods of availability

This makeshift formula produced a beverage that bore little resemblance to Fanta’s modern incarnation. The wartime version was described as having an unusual taste that German consumers initially found strange, yet it served its purpose during those difficult years.

Keith’s decision proved strategically brilliant beyond mere survival. By creating Fanta, he preserved Coca-Cola’s entire German infrastructure, including bottling plants, distribution networks, and thousands of jobs. This infrastructure would prove invaluable when normal operations resumed after the war ended.

The ethical implications of this wartime creation continue to spark debate among historians and business scholars. Keith operated under extraordinary circumstances, maintaining a delicate balance between business survival and operating within a hostile political environment. His actions ensured that Coca-Cola’s German operations remained intact for post-war reconstruction.

After Germany’s defeat, Coca-Cola’s American leadership faced a complex situation regarding Fanta’s future. Rather than discontinuing this wartime creation, they recognized its potential and eventually reformulated it into the orange-flavored beverage that became a global phenomenon. This transformation marked Fanta’s evolution from a desperate wartime substitute into one of the world’s most recognizable soft drink brands.

How Coca-Cola Dominated Pre-War Germany

I find it fascinating how Coca-Cola established such a powerful presence in Germany before the war. The American soft drink giant didn’t just enter the German market—it completely dominated it through strategic leadership and smart business decisions.

The Foundation of German Success

Coca-Cola GmbH launched in 1929 under the direction of Max Keith, a German-born executive who understood both American business practices and German culture. Keith’s leadership proved instrumental in making Coca-Cola not just acceptable but desirable to German consumers. His dual perspective allowed him to bridge the gap between American corporate culture and German market preferences.

The numbers tell an incredible story of growth. Starting with just 100,000 cases sold in 1933, sales exploded to over 4 million cases by 1939—a 40-fold increase in just six years. This wasn’t gradual growth; it represented a complete transformation of German drinking habits. Keith’s approach focused on making Coca-Cola feel like a natural part of German life rather than a foreign import.

Olympic Sponsorship and Cultural Integration

The company’s sponsorship of the 1936 Berlin Olympics demonstrated just how mainstream the American brand had become in German society. This wasn’t simply about advertising—it showed that Coca-Cola had achieved cultural acceptance at the highest levels. The Olympics sponsorship required approval from German authorities and represented a significant investment in the German market.

Keith operated as a loyal Coca-Cola employee while carefully managing the political realities of the Third Reich. He had to balance corporate loyalty with the increasing pressures of operating under an authoritarian regime. His position required diplomatic skills as much as business acumen, especially as tensions between Germany and America began to rise.

The success in Germany reflected several key factors that Keith leveraged effectively:

• Strategic local partnerships that helped distribute the product efficiently
• Adaptation of marketing messages to resonate with German values and culture
• Investment in local production facilities to reduce costs and increase availability
• Building relationships with German business leaders and government officials

Keith’s success stemmed from his understanding that American products needed German sensibilities to truly succeed. He didn’t try to impose American culture; instead, he positioned Coca-Cola as enhancing German life. This approach proved remarkably effective and set the stage for what would later become necessary innovations during wartime.

The growth trajectory also benefited from Germany’s improving economic conditions in the mid-1930s. As employment rose and disposable income increased, more Germans could afford what was still considered a luxury beverage. Keith capitalized on this economic upturn by expanding distribution networks and increasing production capacity.

By 1939, Coca-Cola had become so integrated into German society that it faced a unique challenge: what would happen if war separated the German subsidiary from its American parent company? Keith’s success had created a thriving business that would soon need to survive independently. The very dominance that Coca-Cola achieved in pre-war Germany would force innovative solutions when international relations collapsed.

The relationship between Coca-Cola’s ownership and its German operations became increasingly complex as political tensions mounted. Keith’s position required him to maintain loyalty to the company while operating within an increasingly hostile political environment. His success in balancing these competing demands would prove crucial when wartime conditions forced him to develop entirely new products to keep the German operation alive.

This pre-war dominance set the foundation for one of the most interesting chapters in soft drink history—the creation of a new beverage that would eventually become Fanta’s famous legacy.

Wartime Success: When Germans Cooked with Soda

Fanta’s wartime success emerged from necessity rather than traditional marketing strategies. I find it fascinating how Germans transformed a beverage shortage into culinary innovation during World War II. Severe rationing left consumers with precious few options for sweet treats, making Fanta one of the only bottled beverages that could satisfy their cravings for something beyond water and ersatz coffee.

The numbers tell a compelling story about Fanta’s rapid acceptance. By 1943, sales reached nearly 3 million cases across Germany, demonstrating how effectively the drink filled a massive gap in the consumer market. This achievement becomes even more remarkable considering the economic constraints and supply chain disruptions plaguing the country during those years.

Creative Kitchen Applications

Germans didn’t limit Fanta to drinking alone. Sugar shortages forced creative cooks to explore alternative sweetening methods, leading them to incorporate the orange-flavored soda directly into their meals. I’ve discovered through historical accounts that resourceful home cooks added Fanta to soups and stews as a substitute sweetener, transforming everyday dishes with whatever sweetness they could find.

This culinary adaptation highlights the desperate circumstances facing ordinary Germans during wartime rationing. Traditional sugar became virtually impossible to obtain for civilian use, pushing families to experiment with whatever sweet substances remained available. Fanta’s creation story becomes even more poignant when considering how people stretched every drop to enhance their limited food options.

The drink’s flavor profile changed constantly throughout the war years, creating an unpredictable but welcomed variety for consumers. Production teams at Coca-Cola GmbH worked with whatever fruit scraps and byproducts they could source, resulting in batches that might taste quite different from one week to the next. Apple pomace, elderberries, and other available fruit waste determined each batch’s unique character, making every bottle something of a surprise.

This inconsistency didn’t deter German consumers. Instead, they embraced the variability as part of wartime life, grateful for any sweet relief from their austere daily routine. The unpredictable flavors actually added an element of excitement to an otherwise monotonous wartime diet.

Fanta’s popularity served a crucial business purpose beyond mere consumer satisfaction. The beverage’s success kept Coca-Cola GmbH’s German operations running throughout the war years, preserving jobs and maintaining the company’s infrastructure during an incredibly challenging period. Without this alternative product, Coca-Cola’s German subsidiary might have faced complete shutdown, potentially losing decades of market development and brand recognition.

I recognize how this wartime success story reveals both human adaptability and corporate survival instincts. Germans found ways to incorporate sweetness into their lives despite overwhelming restrictions, while Coca-Cola GmbH discovered that innovation born from necessity could create entirely new market opportunities. The company’s ability to pivot from its signature cola to a completely different beverage using available local ingredients demonstrated remarkable flexibility during crisis conditions.

The wartime Fanta phenomenon also illustrates how consumer behavior adapts during extreme circumstances. People didn’t just drink this improvised beverage; they integrated it into their cooking routines, treating it as a multipurpose ingredient rather than simply a refreshment. This versatility helped cement Fanta’s place in German households and contributed significantly to its impressive sales figures.

Fanta’s wartime success laid groundwork for its post-war expansion, proving that alternative flavors could capture consumer interest when properly positioned. The drink’s ability to maintain operations and profitability during Germany’s most challenging period provided valuable lessons about market adaptation and resource utilization that would influence beverage industry strategies for decades to come.

The Disappearance and Reinvention of Fanta

When WWII ended, Coca-Cola swiftly regained control of its German operations and regular Coca-Cola syrup flowed back into European markets. The wartime Fanta formula, born from necessity and scarcity, suddenly became obsolete. I find it fascinating how quickly this makeshift beverage disappeared from production once its original purpose ended.

The original Fanta, crafted from whey and apple pomace, vanished almost as rapidly as it had appeared. This wartime creation had served its purpose during the conflict, but it couldn’t compete with the returning flagship product. Coca-Cola had no reason to continue producing a substitute when the real thing was available again.

The Italian Renaissance of Fanta

A decade later, something remarkable happened in Naples. In 1955, Coca-Cola Italy decided to breathe new life into the dormant Fanta name, but this time with a completely different approach. The company launched an orange-flavored beverage that bore no resemblance to its wartime predecessor beyond sharing the same brand name.

This Italian reinvention marked the true birth of modern Fanta. The new formula incorporated locally sourced Italian citrus, creating a vibrant orange-flavored drink that would become the template for Fanta’s global expansion. I consider this moment pivotal because it established the citrus-based identity that defines Fanta today.

The contrast between the two versions couldn’t be more striking. The wartime German version relied on food industry byproducts like whey and apple pomace, creating a beverage that was more about survival than taste. The Italian version embraced fresh citrus flavors and proper carbonation, positioning itself as a refreshing soft drink rather than a wartime substitute.

This transformation highlights an important point about Fanta’s creation story – the brand essentially experienced two separate births.

• The first occurred during wartime out of necessity
• The second happened during peacetime through deliberate innovation and market strategy

The Italian launch proved so successful that it became the foundation for Fanta’s expansion across Europe and eventually worldwide. The orange flavor profile, combined with the established Fanta name, created a winning combination that resonated with consumers. This success demonstrates how Coca-Cola transformed Fanta from a wartime expedient into a legitimate competitor in the soft drink market.

Today’s Fanta bears virtually no connection to its wartime ancestor except for the name itself. The modern beverage represents a complete reimagining of what Fanta could be, proving that sometimes the most successful products emerge from starting over rather than simply improving what came before.

Why Coca-Cola Revived a Nazi-Era Brand

During the 1950s, Coca-Cola faced a significant competitive challenge that would force the company to reconsider its business strategy. The company had built its empire around a single flagship product, but this approach was about to be tested by aggressive competition from an unexpected source.

The Pepsi Threat and Market Pressure

Pepsi-Cola began aggressively diversifying its product portfolio during this period, introducing various flavored sodas that appealed to different consumer segments. This strategic move created a direct competitive threat to Coca-Cola’s dominance in the soft drink market. Companies often struggle when competitors expand their offerings while they remain focused on a single product line.

The leadership at Coca-Cola recognized they couldn’t maintain their market position by relying solely on their original cola formula. Pepsi’s diversification strategy was gaining traction with consumers who wanted variety in their beverage choices. This forced Coca-Cola executives to acknowledge a fundamental shift in consumer preferences and market dynamics.

Strategic Brand Revival

Rather than developing entirely new products from scratch, Coca-Cola executives made a calculated decision to leverage existing brand equity. They recognized that the “Fanta” name, despite its controversial wartime origins, already possessed market recognition and could be repositioned for the American market.

This decision represented more than just product expansion – it marked Coca-Cola’s transformation from a single-product company into a multi-brand corporation. The revival of Fanta’s creation story allowed Coca-Cola to compete directly with Pepsi’s diversified portfolio while maintaining their core brand identity.

The strategic revival proved successful because it addressed multiple business challenges simultaneously:

• Entered the flavored soda market without starting from zero
• Competed directly with Pepsi’s expanding product line
• Built the foundation for a multi-brand beverage empire

This shift in corporate strategy had lasting implications for the beverage industry. Coca-Cola’s ownership of multiple brands became the standard operating model for major beverage companies. The decision to revive Fanta demonstrated how companies can successfully repurpose existing assets to meet new market demands, even when those assets carry complicated historical baggage.

The Global Expansion of a Wartime Innovation

I find it remarkable how a beverage born from wartime restrictions has transformed into one of the world’s most recognized brands. Today’s Fanta reaches consumers in over 190 countries and comes in more than 90 different flavors, making it Coca-Cola’s second oldest brand and its second most popular drink worldwide after Coca-Cola itself.

Regional Flavors Reflecting Local Tastes

The brand’s global success stems from its ability to adapt to local preferences and cultural tastes. Fanta’s regional variants showcase this adaptability perfectly:

• Fanta Shokata brings elderflower flavor to Eastern European markets
• Fanta Kolita delivers bubble gum flavor to Central American consumers
• Grape variants dominate in certain Asian markets
• Tropical fruit combinations flourish in South American countries
• Apple and pear flavors gain popularity in European regions

Each variant reflects careful market research and local taste preferences, demonstrating how Coca-Cola’s ownership has enabled strategic global expansion while maintaining regional relevance.

From Wartime Necessity to Modern Marketing

The transformation from Max Keith’s wartime creation to today’s global phenomenon illustrates how innovation can emerge from the most challenging circumstances. Coca-Cola has occasionally recreated the original wartime recipe for limited anniversary editions, acknowledging the brand’s unique historical origins while celebrating its evolution.

This strategic approach to Fanta’s famous history demonstrates how companies can honor their past while driving future growth. The brand’s wartime origins provide a compelling narrative that differentiates Fanta from other soft drinks in an increasingly crowded marketplace.

The global expansion strategy has consistently focused on local manufacturing and distribution networks, ensuring fresh products reach consumers efficiently. This approach has allowed Fanta to compete effectively with regional beverage brands while maintaining the quality standards associated with the Coca-Cola system.

Fanta’s journey from a wartime substitute to a global beverage empire proves how products created from necessity can evolve into enduring commercial successes. The brand’s ability to maintain relevance across diverse markets while adapting to local preferences has established it as a cornerstone of the international soft drink industry.

Sources:
Snopes – The Reich Stuff
Atlas Obscura – Fanta Soda Origins Nazi Germany
The Coca-Cola Company – The Story of Fanta
Business Insider – Fanta Coca-Cola Nazi Germany