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Why Coca-Cola Invented Fanta In Nazi Germany

Why Coca-Cola Invented Fanta In Nazi Germany


This is Fanta, one of the most popular
soft drinks in the world. It’s easily identifiable
by its bright colors and bold advertisements, which often feature a group of diverse people dancing
to loud, upbeat music. The brand presents itself as
multicultural and fun-loving and lures consumers in with the promise of fresh, bold flavors. But would you believe
the first bottle of Fanta was made from food scraps? Or that it was invented in Nazi Germany? So, how did we get here… from here? In the book “For God,
Country and Coca-Cola,” Mark Pendergrast tells the
story of how Fanta came to be. It started in 1923, when Robert Woodruff was elected president of
The Coca-Cola Company. He had big dreams of expanding the brand and its global reach. In the years before, Coca-Cola’s international
production was somewhat reckless. French Coke manufacturers
accidentally made consumers sick with unhygienic bottling practices. And international demand for
Coca-Cola was relatively low. But under Woodruff’s guidance, the company established
the Foreign Department, later come to be known as The
Coca-Cola Export Corporation. This set up official bottling
plants in over 27 countries and allowed Coca-Cola
to oversee all of them. While Coca-Cola provided the flavoring, each country provided its
own bottling equipment and sugar for its own production. This started a global boom. Coca-Cola sponsored the 1928
Summer Olympics in Amsterdam, where people from all over the world became familiar with the Coca-Cola logo, which appeared on everything
from hats and bulletins to the walls of the city streets. Coca-Cola quickly became associated with the ideal American life and became known internationally as a patriotic American icon. Coca-Cola expanded throughout Europe, where it eventually reached Germany. An American expatriate
named Ray Rivington Powers was put in charge of
the German subsidiary. He was a charismatic figure and an excellent salesman who would often promise potential clients that they’d be rich and own villas in Florida for purchasing Coke. Powers skyrocketed sales
from 6,000 cases a year to about 100,000 using this tactic. But despite Powers’ crafty salesmanship, he didn’t care for the details
of financial bookkeeping and often left bills unpaid
and bank statements unopened. As a result, the German
subsidiary was a financial mess, and the accounts were left
in serious need of managing. Then, in 1933, Adolf Hitler rose to power and the reign of the Third Reich began, marking a new era for
Germany and for Coca-Cola. Enter Max Keith, a German-born man with a domineering air and an unwavering allegiance to Coca-Cola. Often described as
imposing and a born leader, Keith was determined to save
the subsidiary’s accounts. With the German economy booming, he took measures to market the drink to the hardworking people of his country. At the time, this meant reestablishing Coca-Cola’s reputation – not as an all-American icon, but as a brand fit for German consumption. Much like the Summer
Olympics in Amsterdam, the 1936 Summer Olympics in Berlin were the perfect marketing
opportunity for Coca-Cola. It catered at the games once again. Just like with most brands
active in Germany at this time, it appeared beside waving banners
emblazoned with swastikas. After this, the Coca-Cola logo was seen at various athletic
competitions in Germany and later even on trucks
at Hitler Youth rallies. And the ninth annual
concessionaire convention ended with a Keith-led pledge to Coca-Cola and a rousing “Sieg heil!” to Hitler. Despite never actually joining
the Nazi Party himself, Keith was willing to
work with the Third Reich to keep the company
afloat, Pendergrast writes. In a statement, Coca-Cola
told Business Insider that there is no indication that Keith collaborated with the Third Reich. Woodruff, for his part, maintained close relations
with Keith before the war. For both men, the top priority was ensuring the prosperity of Coca-Cola. As the war ramped up, so
did economic tensions. The German government began
punishing foreign businesses. When Hitler invaded Poland in 1939 and declared war on Europe, Keith feared his American-owned business would also be seized by the government. Then the war entered a new stage. With the attack on Pearl Harbor, the United States formally
entered World War II and declared Germany an enemy. It used the Trading With
the Enemy Act of 1917 to enforce a full embargo
on the Axis powers. Woodruff and Keith were
finally forced to cut ties, and Keith’s constant flow of
Coca-Cola syrup was halted. Keith was effectively stranded. While other multinational businesses operating in Germany at this time were unable to make products, Keith was determined to
still produce something. So he made a tactical decision. He oversaw the creation of an
exclusively German soft drink. Keith had chemists concoct a soda that was vaguely similar to Coke, caffeinated and with an
unidentifiable blend of tastes. But rather than being made with the secret 7X Coke flavoring, this product was made from the leftovers from other food industries, mostly scraps from produce markets. This was usually fruit pulp, like apple fibers from cider pressing and whey, the liquid
byproduct of cheese curdling. The resulting liquid
was a translucent beige that more closely resembled
today’s ginger ale. Keith asked his sales team to explore their fantasies while inventing a name, and the drink was christened…Fanta. The name was a hit. At this time, Fanta was all he had to
keep the company afloat. Fortunately for Keith, Fanta
was also all Germany had. With few soft-drink alternatives,
its popularity exploded. Its prominence allowed it to
skirt the sugar rationing, making it the sweetest
drink on the market. This made it increasingly popular as an additive in soups and stews. Sales gradually rose as it
became a household staple. Keith then used his
connections in the Third Reich to gain a position overseeing
all Coca-Cola plants in Germany and the
territories it conquered. This allowed him to
spread Fanta across Europe and save other subsidiaries
from shutting down. The German branch sold
about 3 million cases of the drink before the war was over. And when the Allies eventually
marched on German factories, production of Fanta ceased and Keith handed over the
profits of his creation to Coca-Cola headquarters in Atlanta. The version of the drink we know today gradually evolved from
its rebrand, Fanta Orange, which was introduced to Italy in 1955. This new beverage was
a vibrant orange color and was produced using
local citrus ingredients, as opposed to leftover scraps. In this way, Coca-Cola continued to make a profitable product, while distancing itself
from the associations it once had with the Third Reich. At least, for the most part. Coca-Cola launched this ad celebrating Fanta’s 75th
anniversary in 2015. The company faced critical backlash for its apparent reference to World War II-era Germany
as the “Good Old Times.” As a response, Coca-Cola
took the video down and issued a formal apology. When asked for comment,
a representative said, “The 75-year-old brand had
no association with Hitler or the Nazi Party.” Fanta’s origin is a tale of what happens when necessity meets moral ambiguity. What was once a concoction of scraps in the Third Reich became a fizzy, brightly colored soda in Italy and is now a drink shared internationally by all types of people.

Comments (100)

  1. I'm watching this while drinking coke

  2. Please make a video on Michael Bloomberg and his business…

  3. What do you do in a horrible situation…. make a great drink

  4. Royal tawag nyan samin eh

  5. In the Philippines we have Royal not Fanta but it's the same

  6. Omg Fanta is totally cancelled!!

  7. Apart from incorrect maps, and other gfx such as the three colours of the German Flag before 1945, but good documentary video nonetheless

  8. When I was small, I thought Fanta was created in Mexico. Here in the United States, it wasn’t released until 2002. But, I would still be able to find them in stores, before 2002. Maybe when they said they were from Mexico, they meant that the bottles were imported from Mexico.

  9. let's wait till somebody calls a Fanta-drinker an alt-right nationalist

  10. All this just because Germans couldn’t drink coca-cola 🥤

  11. Fanta -.the good old days around ww2
    Powerful jewish people that own media-Whats that again ?you said

  12. I always wondered why Fanta was so popular in Europe

  13. Jezt haben die Deutsch Spitze!

  14. Why is it so triggering to me each time she says “coca-cola”??

  15. People In Hiroshima: wow look guys, we got nuke cola

  16. For
    All
    Nazis
    To
    Adore

  17. Uk Fanta taste disgusting and artificial

  18. I thought beacuse cokes black

  19. What's the name of that jazz part around 1:10?

  20. Tomorrow: Fanta is supported by white supremacists! Boycott!!

  21. https://youtu.be/GNASWLXEhEg

  22. Nah bruh I Fanta looses it's taste when you left it for like 2 hours with or without a fridge

  23. In the UK Fanta is yellow not orange.

  24. Filos only know Royal :3

  25. In another life I must of been a nazi because i love germans they are my favorite people from wernher von braun to fredrick neichze, i love Fanta its my favorite drink and I don’t particularly like jews I don’t hate them but I don’t like them either and all this being said im african so yeah I really think in another like i was a nazi no joke.

  26. Mein kamp more like mien fanta

  27. haha.. im drinking Pepsi right now and got this video ..
    but i love coca cola more

  28. Es ist so geil jeden zu triggern der mich nicht versteht ihr Butterbirnen

  29. Imagine being named Keith in Nazi Germany

  30. Damn and Mexicans been claiming this drink forever

  31. noone:
    YouTube suggestions: Fanta is Nazi.

  32. WHY IS THE MUSIC SO LOUD I CAN'T HEAR WHAT SHE IS SAYING

  33. What’s wrong with Fanta being made in Nazi Germany?

    Oh yeah cause this video was made in the USA

  34. I have never seen a Fanta commercial

  35. Why is most fanta featured in the video orange while here in my country its yellow?

  36. I love this channel, but please:
    WHO WAS IN CHARGE OF ANIMATING THE MAPS?! LOOK AT IT AT 02:00 or 04:54! ALL BORDERS, OCEANS, LAKES AND RIVERS ARE DISLOCATED AS IF A SECOND MAP WAS ON TOP OF THE OTHER ONE. WHAT THE HELL IS THAT? AND WHY WOULD YOU USE A MAP FROM THE LATE 2010s?
    Come one, it ain't hard: Use Google, look for "Europe in 1939". Also: why did Coca-Cola supposedly spread throughout Europe from Prague?
    Also: Hitler did not "declare war on Europe", Europe is not a country and not every European Nation was attacked or declared war on Germany.
    If you want to use maps, please do so correctly. Thanks

  37. This drink be like
    [redacted in Germany]

  38. I read this somewhere. I'm glad there's a video better explaining it.

  39. So he handed the profits he made from selling fanta back to coke after coca-cola cut him lose, wise guy!

  40. They advertise as multi-racial, not multi-cultural

  41. The narrator sounds like anime girl lol 😎

  42. Swear I thought the beginning was still an add

  43. Correct me if I’m wrong but I feel your analysis of this situation is misguided. It seems that Keith made Fanta as a means of opposition to the Nazis and their embargo on American goods, not out of support for them.

  44. The United States har a trade embargo on Germany so shipping the Coca-Cola formula was a no go. So the German Coca-Cola plant had to make due with what ingredients were plentiful in the third Riech, there o just saved you 8 minutes of your life.

  45. Are you trying to tell me Keith is pronounced as "Kite"???

  46. I like Fanta better than coke. And I’m not saying because I’m a nazi

  47. There a learning in the story. Thanks for the story

  48. I clicked away thinking it was a add

  49. I wouldn't blame Keith for joining the Nazis… I think a lot of Germans joined just to survive and that's reasonable.

    Now about his loyalty to Coca-cola… WOOOW that's amazing.

  50. In my country the most popular fanta is the red colour its like about 98% in the market

  51. WWII = Good Old Times??? Vietnam flashbacks intensify

  52. Why Fanta is called Royal in the Philippines?

  53. How many times did she say CoCa CoLa

  54. 1940: Du hast die Fanta?

    2019: You have the juice?

  55. Here in Philippines we don't have the name fanta but we have royal

  56. y'all talking about this as if the citizens of germany had no right to drink soda before 1945 😂

  57. Left: So this is why Trump drinks Fanta

  58. 🙋🏼‍♂️ Hail Fanta

  59. Say no to all sugary drinks ! Ban them all , they are bad for human consumption!

    Hit like to agree

  60. Someone PLEASE make a tv show about this

  61. Fanta tastes nasty as hell in the US. Tastes way better in Germany and has a yellow color not orange

  62. FANTA ok narrator sing it with me: “Don’t you wanna fanta fanta, dont you wanna fanta” your welcome now you can pronounce it properly

  63. Uhhh surprise, "insert famous brand here" was also invented in Germany by Nazis

  64. Brilliant and opportunistic capitalism, little to do with Nazi Germany really…

  65. Fanta is huge in Italy!! It taste way better than the American version too! IDK why but it's much much better than the neon orange one State side

  66. I only like fruit punch.

  67. 2:00 ah yes, 30s Europe

  68. Actually, Fanta didn't exist in the Philippines, it's Royal but still it's from Coca-Cola

  69. Coca Cola made a dumpster diving Nazi fizzy drink? Holy Shit. I didn't need to know that to hate Coca Cola and all the corporations that are killing the planet.

  70. Coca cola coca cola coca cola coca cola coca cola coca cola coca cola

  71. I don't care for where it come
    I like it and you can't stop it

  72. Just because fanta was made in nazi germany dosnt mean its bad

  73. So that's why it has…

    superior taste

  74. get ready when they find out about Volkswagen, Addidas, Puma, Hugo Boss and Channel

  75. the old fanta logo was way better the new one is too sharp and it’s what i would call the softest drink

  76. Um so I’ve been drinking nazi juice ???

  77. One more reason to love Fanta 👌

  78. your title is wrong. the coca cola company did not create fanta. it was a German nazi.

  79. Wtf, food scrape is not bad, it's a good thing.

  80. I'll save you the watch, during world war 2 the Coca-Cola factories in Germany were cut off from the rest of the world, they couldn't get any of the Coca-Cola syrup, only a few people know the recipe, so they made a new syrup/soda named it Fanta the end.

  81. 0:10 Bruh, all advertising forces multiculturalism and homosexuality down your throat.

  82. Why do people even drink this stuff? 🤔🤔

  83. Dear Business Insider, when you say that no photos are available of Max Keith do you mean that you can't use them for legal reasons or similar? Because one quick google image search and you can see a photo of him.

  84. 4:54 the great lakes were in the ocean during ww2?

  85. Oh, is that why Fanta taste like shit?

  86. And coca cola worked with the nazis.. As so many others

  87. There was no New Zealand on that world map.

  88. Say I like fanta in Nazi voice.

  89. Didn't know that Salzburg, Tyrol and Vorarlberg are parts of Northern Italy and Bavaria. You can remember the outline of the Austrian borders by thinking of a chicken wing, Americans. That's a memory hook for y'all. On this map it lacks the bone.

    Also you are using a modern European map, while talking about pre-war Europe. Not accurate.

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