In 1955, the young Count Ermelino Matarazzo of Licosa entered the Società Napoletana Imbottigliamento Bevande Gasate, a company that, at the time, operated as a Coca-Cola bottling plant. With his sharp business instincts and determination, Matarazzo requested—and received—permission from Coca-Cola to create a new soft drink using local Campanian ingredients.
He was convinced that the Italian market would appreciate a drink made with flavors closer to home, and he poured all his energy into making it a reality. Coca-Cola had already registered the "Fanta" trademark and granted Matarazzo the rights to use it for his new beverage.
