Sanka
Encyclopedia
Instant coffee
Instant coffee, also called soluble coffee and coffee powder, is a beverage derived from brewed coffee beans. Instant coffee is commercially prepared by either freeze-drying or spray drying, after which it can be rehydrated...
decaffeinated
Decaffeination
Decaffeination is the act of removing caffeine from coffee beans, cocoa, tea leaves and other caffeine-containing materials. Despite removal of caffeine, many decaffeinated drinks still have around 1-2% of the...
coffee
Coffee
Coffee is a brewed beverage with a dark,init brooo acidic flavor prepared from the roasted seeds of the coffee plant, colloquially called coffee beans. The beans are found in coffee cherries, which grow on trees cultivated in over 70 countries, primarily in equatorial Latin America, Southeast Asia,...
, sold around the world, and was one of the earliest decaffeinated varieties. Sanka is distributed in the United States by Kraft Foods
Kraft Foods
Kraft Foods Inc. is an American confectionery, food and beverage conglomerate. It markets many brands in more than 170 countries. 12 of its brands annually earn more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oscar Mayer, Philadelphia, Trident, Tang...
.
History
Decaffeinated coffee was developed in 1903 by a team of researchers led by Ludwig RoseliusLudwig Roselius
Ludwig Roselius was a German coffee merchant and founder of the company KAFFEE HAG. He was born in Bremen and is credited with the development of commercial decaffeination of coffee...
in Bremen
Bremen
The City Municipality of Bremen is a Hanseatic city in northwestern Germany. A commercial and industrial city with a major port on the river Weser, Bremen is part of the Bremen-Oldenburg metropolitan area . Bremen is the second most populous city in North Germany and tenth in Germany.Bremen is...
, Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
. It was first sold in Germany and many other European countries in 1905–1906 under the name Kaffee HAG
Café HAG
Café HAG is a worldwide brand of decaffeinated coffee owned by U.S. multinational Kraft Foods.The brand originated in Bremen in Germany in 1906 and took its name from the company title Kaffee Handels-Aktien-Gesellschaft, or Kaffee HAG for short....
(short for Kaffee Handels-Aktien-Gesellschaft
Aktiengesellschaft
Aktiengesellschaft is a German term that refers to a corporation that is limited by shares, i.e. owned by shareholders, and may be traded on a stock market. The term is used in Germany, Austria and Switzerland...
, or Coffee Trading Public Company). In France, the brand name became "Sanka", derived from the French
French language
French is a Romance language spoken as a first language in France, the Romandy region in Switzerland, Wallonia and Brussels in Belgium, Monaco, the regions of Quebec and Acadia in Canada, and by various communities elsewhere. Second-language speakers of French are distributed throughout many parts...
words sans caféine ("without caffeine"). The brand came to the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
in 1909–1910, where it was first marketed under the name "Dekafa" or "Dekofa" by an American sales agent.
In 1914, Roselius founded his own company, Kaffee Hag Corporation, in New York. When Kaffee Hag was confiscated by the Alien Property Custodian
Alien Property Custodian
An Alien Property Custodian was an office within the Government of the United States during World War I and again during World War II, serving as a Custodian of Enemy Property to property that belonged to US enemies.-World War I:...
during World War I
World War I
World War I , which was predominantly called the World War or the Great War from its occurrence until 1939, and the First World War or World War I thereafter, was a major war centred in Europe that began on 28 July 1914 and lasted until 11 November 1918...
and sold to an American firm, Roselius lost not only his company, but also the American trademark
Trademark
A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
rights to the name. To re-establish his product, he began to use the Sanka brand name in America.
In Europe, the Hag company used the Sanka brand in many countries (the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
, Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
, Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
, Switzerland
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
amongst others) as a cheaper alternative to the premium brand Coffee Hag. The brand disappeared in these countries after World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, but it continued until the 1970s as the premium brand in France. First marketed in the U.S. in 1923, Sanka was initially sold only at two Sanka Coffee Houses in New York, but it soon was brought into retail.
Radio and TV
The intensive American advertising campaigns included the 1927 broadcasts of Sanka After-Dinner Hour (aka Sanka Music, Sanka After-Dinner Music, Sanka Music Hour and Sanka After-Dinner Coffee Hour), heard at 6:30pm Tuesdays on New York's WEAF. Sanka was a sponsor of I Love LucyI Love Lucy
I Love Lucy is an American television sitcom starring Lucille Ball, Desi Arnaz, Vivian Vance, and William Frawley. The black-and-white series originally ran from October 15, 1951, to May 6, 1957, on the Columbia Broadcasting System...
and The Andy Griffith Show
The Andy Griffith Show
The Andy Griffith Show is an American sitcom first televised by CBS between October 3, 1960, and April 1, 1968. Andy Griffith portrays a widowed sheriff in the fictional small community of Mayberry, North Carolina...
during their respective runs on CBS television in the 1950s and early 1960s. It was also a sponsor of the The Goldbergs
The Goldbergs
The Goldbergs is a comedy-drama broadcast from 1929 to 1946 on American radio, and from 1949 to 1956 on American television. It was adapted into a 1948 play, Me and Molly, and a 1973 Broadway musical, Molly.-Radio:...
where on many programs Mrs. Goldberg Gertrude Berg
Gertrude Berg
Gertrude Berg was an American actress and screenwriter. A pioneer of classic radio, she was one of the first women to create, write, produce and star in a long-running hit when she premiered her serial comedy-drama The Rise of the Goldbergs , later known as The Goldbergs.-Career:Berg was born...
would address the camera and talk to the TV audience and tell them about Sanka coffee. After the sales pitch she would walk away, usually from the window, and start the show.
With such promotion, Sanka became a nationwide sales success with General Foods Corporation taking over distribution in 1928 as a defensive measure, since Sanka directly competed with its non-caffeine coffee substitute Postum
Postum
Postum was a powdered roasted grain beverage sold by the Kraft Foods company as a coffee substitute. The caffeine-free beverage mix was created by Postum Cereal Company founder C. W. Post in 1895 and marketed as a healthful alternative to coffee...
. The bright orange label that made Sanka easily identifiable to consumers found its way into coffee shops
Café
A café , also spelled cafe, in most countries refers to an establishment which focuses on serving coffee, like an American coffeehouse. In the United States, it may refer to an informal restaurant, offering a range of hot meals and made-to-order sandwiches...
around the country in the form of the decaf coffee pot. Coffee pots with a bright orange handle are a direct result of the American public's association of the color orange with Sanka, no matter which brand of coffee is actually served. Businesses that serve rival Folgers
Folgers
Folgers Coffee is a major brand of coffee in the United States, part of the food and beverage division of The J.M. Smucker Co.-Company history:...
decaffeinated coffee usually have green-handled pots.
Sanka albums
In France, Café Sanka issued heraldic picture albums in the same style as the Coffee Hag albumsCoffee Hag albums
The Coffee Hag albums were published in the early 20th century by the Kaffee Handelsgesellschaft AG in Bremen, Germany, starting with heraldic stamps and collector's albums....
. However, only six albums of the planned 42 were ever published.