Saudi Milaf Cola to Reach New Markets Through Lulu Partnership
The iconic Saudi brand Milaf Cola, a carbonated drink sweetened with date extracts, will debut in GCC Lulu stores by April 2025. This follows a strategic MoU between Lulu Group and Al Madina Heritage, a subsidiary of Saudi Arabia's Public Investment Fund (PIF). Yusuffali M.A., Lulu's Chairman, emphasized their global sourcing network spanning 23 countries to deliver world-class products. A Health-Conscious Revolution in the Cola Market
Milaf Cola replaces traditional sugars with natural date sweetness, aligning with health trends and Saudi Vision 2030's sustainability goals. Launched at Riyadh's 2024 Date Festival, it offers antioxidants, fiber, and minerals while reducing sugar-related health risks.
Beyond GCC markets, Lulu plans to introduce Milaf Cola in India, leveraging partnerships like its MoU with NAFED for agricultural exports. The brand also aims to combat date waste by repurposing overripe fruits into its formula. Gulfood 2025 further cemented Lulu's role in fostering cross-border food innovation, with nine MoUs signed globally.
Retailers compare its potential to AlBaik's cult following, citing Saudi brands' regional appeal. With its cultural resonance and clean-label ethos, Milaf Cola challenges soda giants while redefining beverage sustainability.
In conclusion, these partnerships signify growing interest in regional collaborations. They reflect efforts towards diversifying offerings while meeting consumer demands effectively. As such, both parties stand poised to benefit significantly from this mutually advantageous relationship.
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