Fanta

Fanta

Fanta is a global brand of fruit-flavored soft drinks from the The Coca-Cola Company. There are over 70 flavors world-wide; however, most of them are only available in some countries. The brand was originally introduced in Germany in 1940, and was purchased by Coca-Cola in 1960. Today it is available in 180 countries.

History

In 1940 Fanta was created by the German chemist Schetelig during World War II in Germany, for the German Coca-Cola bottling company in Essen. Due to wartime restrictions on shipping between Germany and the United States, the German bottling plant could not get Coca-Cola syrup. The CEO of the plant, Max Keith, needed a product to keep the plant in operation and devised a fruit flavored drink made from available ingredients.

Using apple fiber remaining from cider pressing and whey, a byproduct from cheese manufacture, Fanta was created and became quite popular. The original German Fanta had a yellow color and a different flavor from that of Fanta Orange. The flavor varied throughout the war, depending on the ingredients used.

The name 'Fanta' was coined during an employee contest to name the new beverage. Keith told them to let their Fantasie (German for "imagination") run wild. On hearing that, salesman Joe Knipp spontaneously arrived upon the name Fanta.

After World War II, Fanta was introduced to the United States by Coca-Cola, and in 1960 they bought the trademark. What had been known as Fanta Klare Zitrone ("Clear Lemon Fanta") in Germany, was introduced to the United States as Sprite in 1961 to compete against 7-Up. Fanta Orange is the most popular Fanta flavor, available in 180 countries. In terms of volume, Brazil is the largest consumer of Fanta in the world, followed by India. Fanta remains more popular in Europe and South America than in the United States.

Primary competitors to Fanta have included Tango, Orangina, Mirinda, Slice, orange Crush, and Tropicana Twister.

In some markets, Coca-Cola also has spun off various diet Fanta varieties including Fanta "Z" and Fanta Zero Orange.

Ingredients

The composition of Fanta, for the same flavor, varies from country to country. For example, the European Fanta Orange has orange juice (in variable percentages), whereas the US formulation does not . The Australian version is 5% fruit juice, and South American formulations also have orange juice, especially in Brazil, where Fanta is 10% orange juice. These differences mean the taste of Fanta differs greatly from country to country, more so than regular Coca Cola, and may in part explain why the drink's popularity varies so much between different countries. Difference in coloring can be observed internationally, for example German Fanta Orange is yellow, in Latin American markets, deep orange coloring is used.

Spanish Fanta Orange formulation:

United States Fanta Orange formulation:

British Fanta Orange formulation:

  • Carbonated water, sugar (from beet and/or cane), orange fruit from concentrate (5%), citric acid, vegetable extracts (carrot, pumpkin), preservative (potassium sorbate), flavourings, sweeteners (sodium saccharin, aspartame), acidity regulator (sodium citrate)

The combination of sodium benzoate and ascorbic acid (vitamin C) in some soft drinks may potentially lead to the formation of benzene. Benzene is a known carcinogen. However, Fanta has not been shown to contain benzene above the limits set by the EPA for drinking water.

Fanta in other countries

There are over 70 different flavors world-wide. For example, in Romania, Macedonia, and some other countries, there is "Fanta Shokata" based on the traditional Romanian and Balkan drink Socata made from elderflower (a wordplay between "soc"- elderberry in Romanian- and "shock"). In Switzerland and the Netherlands the local fruit, blackcurrant is used to produce Fanta as well. Some identical flavors have different names in different markets. The classic orange, for example, was rebranded "Fanta Funky Orange" in 2003 for the Nordic countries and Belgium, and to 'Fanta Original Orange' in the Netherlands while other countries retain the older "Fanta Orange" brand. As of the year 2005, the Fanta brand has been connected with the word Bambaacha (or Bamboocha), which is often seen in the Fanta commercials. TaB diet Cola was originally produced by the Fanta division of Coca-cola and was, at one time, available in a variety of non-cola flavors as well. Later in 2005, Fanta branched out into new Fanta Zero (diet versions) varieties in Great Britain. In Great Britain, the new Fanta logo is introduced.

Advertising

In 2001, The Coca-Cola Company began folding what had been known as Minute Maid soft drinks (introduced in 1987 in the United States) and began an aggressive advertising campaign to expand the market for Fanta (which had been available in the United States since 1960), especially among younger consumers. Their campaign features The Fantanas, a fictional girl group whose tagline is Don't You Wanta Fanta? The Fantanas (and their flavors) are Amie (orange), Sophia (grape), Kaia (strawberry), and Mimi (pineapple). Along with traditional television and print advertisements, Fanta has been aggressively marketed in movies targeted at teenage audiences.

The Fantanas were parodied several times on the US show, "MADtv", during their 10th season, with former cast member Paul Vogt portraying yet another member of the group called 2 liter Beth: a fat, leering, sexually provocative, food-obsessed young woman with what could be called an "all-purpose", generic Latin accent.

Around 2003 the Fanta website allowed people to produce their own films, based on their televised advert. The advert featured people in a foreign country, with comic subtitles for their language. The Fanta Shokata website let people do similar with a variety of video clips. This became a huge attraction to the site, and has since become a well remembered and celebrated part of the Community of Myth's historic culture - the only time Fanta itself has become part of an internet meme.

In the United States, commercials for Fanta come with the tag line, "Wanna Fanta, don't you wanta?" It was changed to "Wanna Fanta, Fanta Fever!" when the Fanta Fever drink was introduced.

In 2008, Jonti Picking (alias 'Weebl') was commissioned to produce a series of Flash animated web toons/games to advertise the product within the UK. Located on Picking's 'Weebl's Stuff' site (made popular for his own independent animations), the series focuses on Jimmy 2 Hats (a short, squeaky voiced man) and The Evil Ruler of the Hades Cluster (a tall, raspy voiced alien) whose attempts to have fun are threatened by a group of Marvin Martian-like police officers enforcing an official 'No Fun' law. The cartoons take a self mocking approach, similar to many of Picking's other commercially commissioned animations. Fanta is constantly referenced as being the most fun thing in existence in a range of increasingly unsubtle ways.

References

External links

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