“Bois du Fanta, vis plus coloré”, ou “Fantamazing”, peu importe le pays dans lequel vous vous trouvez, c’est une marque qui respire la joie de vivre et Fanta a une histoire incroyable. Elle fait partie du groupe Coca-Cola et est presque autant appréciée que son aînée. Revenons sur l’histoire de cette boisson iconique qui fait encore aujourd’hui le tour du monde. Premièrement, bien que beaucoup pensent que Fanta vient des États-Unis, il est en fait originaire de l’Allemagne voisine et plus précisément de la région de la Ruhr dans les années 1940.
1940, c’est pas une année heureuse de l’histoire. On est en plein milieu du grand siècle des dictateurs, un certain Adolf Hitler est au pouvoir dans une Allemagne remplie de colère, en pleine conquête comme dans les temps impériaux. Nous sommes en pleine Seconde Guerre Mondiale et les balles pleuvent sur les nombreux champs de bataille de l’Europe.
L’élément déclencheur arrive après l’attaque de Pearl Harbor, les Allemands et les Américains se sont déclarés la guerre, ce qui a également stoppé l’exportation de sirop de Coca‑Cola vers l’Allemagne. Le soucis, c’est que comme le monde entier (malheureusement pour leur santé), les Allemands adorent le Coca‑Cola. Max Keith, alors PDG de la société allemande Coca‑Cola Gmbh, ne pouvant plus compter sur le groupe américain doit donc proposer une solution. Mais comment trouver une alternative au plus grand soda que l’histoire ait connu ? Vous vous en doutez, le problème a été résolu.
Ce fameux Max Keith invente alors ce que nous appelons maintenant le Fanta : une toute nouvelle mixture à base de lactosérum et de pomme. Le Fanta s’appelle ainsi car Max a organisé un concours de nom au sein de ses employés. Il les a invités à user de leur imagination pour la mise au point d’une boisson. C’est ainsi que « Fanta » (Diminutif de Fantasie en Allemand) fut sélectionné comme gagnant à la fin du concours. Nous voilà avec une boisson allemande inventée en plein milieu de la guerre la plus meurtrière de l’histoire.
La boisson se fabrique initialement avec les quelques ingrédients que Max Keith peut encore trouver en ces temps de pénurie alimentaire et de restriction. Les échanges internationaux sont complètement bouleversés par la grande guerre. Il mélange des produits selon les restes qu’ils ont à disposition : des restes de la fabrication de fromage (petit-lait), les résidus de pommes pressées, et tout ce qu’il réussit à trouver comme excédents de fruits. Nous voilà avec la première version du Fanta. Une boisson un peu rustique, élaborée avec peu de choix possibles et qui pourtant trouve son succès.
Cette « flexibilité » dans les fruits ajoutés explique encore aujourd’hui la multitude d’arômes : que ça soit avec du sureau, de la mangue ou du citron, Fanta ne cesse de se réinventer et adore toujours revêtir de nouveaux atours.
Au Japon, pays où on trouve le plus de Fanta différents. On peut consommer du Fanta au raisin, au pamplemousse, au yuzu, citron-miel, banane, à la grenade, au melon. Aux Etats-Unis on a le Fanta à la pomme, en Tunisie on a le Fanta Piña Colada, Fanta glace à la vanille à Taiwan, Fanta fleur de sureau aux Pays-Bas. Tous les pays ont leur goût à eux. C’est une boisson qui fait voyager les papilles.
Dans le temps, les différents goûts proposés dépendent donc des fruits disponibles. Plusieurs variantes sont produites, la recette étant adaptée par les autres filiales européennes en fonction des ingrédients auxquels elles ont accès.
En Hollande, par exemple, il y a beaucoup de baies de sureau et en Italie, des oranges. Des oranges : le Fanta que nous connaissons et que nous aimons est né. On a aussi le Fanta Shokata de Roumanie, un fanta bleu qui étonne à première vue.
Le chemin du produit à base de restes en pleine guerre mondiale au Fanta que nous apprécions aujourd’hui fut long. Nous sommes bien curieux de savoir comment évoluera la boisson dans le futur.
Merci à vous d’avoir lu cet article jusqu’à la fin, je vous invite à lire les autres pépites qui traitent des tops et des flops du Marketing.
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