To circumvent this, Max Keith, the head of Coca-Cola Deutschland (Coca-Cola GmbH) during the Second World War, decided to create a new product for the German market, using only ingredients available in Germany at the time, including whey and pomace – the "leftovers of leftovers", as Keith later recalled.
The name was the result of a brief brainstorming session, which started with Keith exhorting his team to "use their imagination" ("Fantasie" in German), to which one of his salesmen, Joe Knipp, immediately retorted "Fanta!"
While the plant was effectively cut off from Coca Cola headquarters during the war, plant management did not join the Nazi Party. After the war, the Coca Cola corporation regained control of the plant, formula and the trademarks to the new Fanta product — as well as the plant profits made during the war.
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