vs 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.

EDITOR'S NOTE: This video was originally published in

November 2019.