Fanta celebrates its 65th anniversary in Spain at a time of strength within the soft drinks market, consolidated as one of the main drivers of growth for Coca-Cola in the country. The brand reaches this anniversary leading the citrus segment with a share of 48.3% – according to Nielsen IQ data at the end of 2025 provided by the company – and with a presence in 52% of Spanish homes in a category that is the second most relevant in the market, only behind colas.
This positioning occurs in a context of positive evolution in the consumption of soft drinks, which contributes 35% of the total growth of the sector. In this scenario, carbonated and flavored soft drinks continue to act as drivers of consumption, with Fanta playing a role as one of the main levers within the company’s portfolio, reinforcing its role in both the home and hospitality channels.
“Fanta’s strength is also reflected in its consumer connection indicators”
According to Pedro Massa, General Director of Coca-Cola Iberia, in a statement, “Fanta’s strength is also reflected in its consumer connection indicators. Fanta is currently the second brand with the highest Brand Power in the market, only behind Coca-Cola, thanks to its high relevance, differentiation and capacity for emotional connection with the public.”
Beyond its historical weight, Fanta’s strategy for this new stage is based on constant innovation as the main axis of growth and its ability to integrate into contemporary cultural codes. According to the company itself, in 2026 the brand will expand its portfolio with new references such as Fanta Apple-Cherry, Fanta Exotic low in calories or Fanta Raspberry Zero in returnable glass packaging for hospitality, thus reinforcing both its presence at the point of sale and its ability to attract new consumers.
The advance of sugar-free varieties – which already represent close to half of household consumption – is also positioned as one of the main avenues for growth. In the case of Fanta, this commitment is allowing it to expand its weekly consumer base and improve its penetration among young audiences.
Culture, entertainment and new generations
Along with product innovation, Fanta continues to develop a strategy aimed at strengthening its cultural connection, especially with Generation Z, without losing relevance in other groups such as Millennials or Generation X.
“In the year in which Fanta celebrates 65 years in Spain, “Wanta” reflects how we continue to promote its leadership from culture and connection with Generation Z”explains Carolina Aransay, Marketing Director at Coca-Cola Iberia. “We are committed to initiatives that integrate music, digital culture and real experiences because we know that that is where the relationship with the consumer is built today.”
This approach reinforces Fanta’s positioning as a brand linked to leisure, entertainment and moments of shared consumption, in line with the evolution of social habits and is reflected in this anniversary year in the new claim “Fanta is making your mouth.”
In this context, Fanta has chosen to celebrate its 65th anniversary in Spain with an experiential activation: “El Gran Bingo de Fanta”. The event, held this week in Madrid, has proposed a tour of the brand’s milestones through a playful format reinterpreted from entertainment.
Hosted by Roberto Leal, bingo became a narrative vehicle to review key moments in Fanta’s career, connecting collective memory and popular culture with a contemporary staging.
A brand integrated into everyday consumption
Fanta’s history in Spain dates back to 1961 with the launch of Fanta Naranja, which was joined by Fanta Limón a year later. Since then, the brand has managed to establish itself as one of the main references within flavored soft drinks, accompanying different generations of consumers and adapting to their habits and preferences.
Fanta combines its legacy with a strategy focused on innovation
This journey explains, in part, its ability to remain current in a highly competitive market. Today, Fanta combines its legacy with a strategy focused on innovation, execution at the point of sale and cultural connection, seeking to reinforce its role as a relevant brand both in everyday consumption and in moments of leisure and entertainment.
“At Coca-Cola we firmly believe that brands grow from execution and relevant innovation”says Rubén Casado, Business Development Director of Coca-Cola Europacific Partners Iberia. “In 2026 we are going to bring Fanta to the market with more force than ever, reinforcing visibility and ease of choice in modern food and taking a very relevant step in hospitality with the launch of Fanta Raspberry in glass packaging.”
With “El Gran Bingo de Fanta”, the brand has transferred that ambition to the field of experience, using a recognizable format to build a story, activate memories and project its positioning into the future.
