More Fanta less serious

Brand history

Created in Germany, this drink "fantastisch" has been launched in the French market in 1958 under the name of Fanta. 

In 1939, the political tensions between Germany and the rest of the world made difficult the Coca-Cola production (the necessary syrup could not cross the boarders).

Max Keith, the man in charge of the Coca-Cola Company in Germany had the idea to create a new soft drink with the remaining products. 

To find its name, he organized a « competition » within the company. He described the new product by being « fantastisch » (wonderful) with a formula fantasievoll (full of imagination).

The simplest ideas being often the best, the name Fanta is immediately chosen.

German people adopted immediately the new beverage which overtakes its competitors in a short time although the firm made several modifications before finding a formula close to the one that we know today. The soda will have the German market exclusivity until 1949, date by which Coca-Cola reintroduced its key drinks.

Key dates:  

• 1958: Fanta Orange is launched on the French market

• The 80’s: Beginning of the partnerships with Disney 

• The 90’s: Launch of new flavors like Lemon Fanta

• 2005: Fanta World is launched with tree new multi-fruit recipes containing 30% less sugar than the majority of the fruit carbonated drinks on the market. 

• 2007: Fanta launched Fanta Zero to replace Fanta Light.

• 2008: Fanta Still (a Fanta non-carbonated drink containing Stevia) is launched

Product Presentation: 

Fanta is a soda trademark own by "The Coca-Cola Company". It is produced and distributed by the same company. It is one of the first fruit carbonated drinks.

For 50 years, the brand did not stop diversifying its offer towards its priority target: the young people from 12 to 24 years old, seduced by the fruity taste and the original tone of the company communication.

Fanta products include a lot of variety except in the United States where the company does not try to develop strongly the brand to avoid the competition with Coca-Cola.

With the launch of Fanta Citron, Fanta became one of the first brands of the fruit carbonated drinks to offer another taste than orange.

Indeed, there are approximately 70 flavors of Fanta, although most of them are sold only in certain countries (for instance Fanta blackcurrant in Switzerland).

The most appreciated flavor of the brand remains Fanta Orange. This product is available in 180 countries in diverse sizes from 15cl to 2L.

By Bloody Orange

Sources:
http://www.lsa-conso.fr
http://www.coca-cola-france.fr