19-02-2025
UAE: Viral Saudi date cola among new fizzy drinks to hit market in April
A viral Saudi date cola will be available in the UAE starting April, according to a spokesperson. Milaf Cola, a carbonated date beverage that replaces traditional sweeteners with date extract, has partnered with a local company for distribution cross the GCC countries.
'We have signed a contract with Lulu group of companies to distribute our product throughout the GCC,' Mohamed El-Nahas, Senior Director of Product Development, told Khaleej Times. 'For now, the aim is to have it on the shelves of supermarkets around the region starting in April.'
The cola, which was launched in November last year, immediately went viral for its innovation and taste. According to Mohamed, the cola was developed to prevent dates from being wasted. 'We grow a certain variety of dates that need to be eaten semi-dry,' he said. 'But when it becomes too soaked, no one eats it even though it increases in fibers and sweetness. So from a sustainable perspective, we brought the date into our factory and got an extract which we then used to produce the cola.'
Mohamed added that it took seven months for the company to perfect the recipe of the cola.
According to a Dubai Chamber presentation, carbonated beverages form the second largest chunk of the UAE beverage retail market with USD $400 million spent on it in 2024. The category is expected to see a 6.8 percent growth in the next year.
Five-decade old cola brand
India's Reliance Consumer Products Limited (RCPL) has marked its first entry into the UAE market by introducing Campa Cola in the country. The brand, which is over five decades old, was acquired by the company in 2022 and is now being launched here.
According to Ketan Mody, COO of the company, the drink is going to offer UAE consumers something new. 'People are always looking for good quality products,' he said. 'Consumers always looks for choice and our job is to give them these choices. We don't want to compete with other brands. Instead, we want to focus on the consumer.'
Launching in three flavours of cola, orange and lemon, the drink will be available in UAE supermarkets soon. He also added that the company was looking to introduce additional products including sports drinks in the UAE at a later phase.
Healthy cola
One of the exhibitors at Gulfood this year is 51 Agave Cola which is bringing healthy cola to the table. Sweetened with natural agave and free from additives, it claims to be a healthier alternative to regular soft drinks on the market.
'Everyone loves a cool glass of cola,' Ayat Awan, head of e-sales of the UK-based company. 'We wanted to bring in a healthy alternative to the existing brands so that everyone can continue enjoying the drink without worrying about their health.'
Served in glass bottles and cans, the cola comes in four flavors including cherry and a spiced version as well. 'The response we have got so far is very encouraging,' he said. 'We are hoping to find partners in Dubai so that we can launch the cola on the market here. With people here being so focused on healthy eating, we are sure there is a good market for our brand.'
