Saudi Arabian brand Milaf Cola, which claims to be the world’s first date-based soft drink, is to launch in the UK.
Milaf Cola, which launched in December last year and is backed by the Public Investment Fund (PIF) of Saudi Arabia, will launch via DTC on Amazon, Aytac Foods and in select retail from next month. An rsp was not made immediately available.
The drink – which had been dubbed the next Dubai chocolate – was already gaining traction online, with some customers travelling to Saudi Arabia just to try the drink, according to Milaf Cola.
It would seek to bring the “rich nutritional benefits of dates to a wider audience in a modern and convenient format”, the brand added.
Saudi Arabia’s PIF was “committed to positioning Milaf as a leading premium beverage brand available in mainstream retail and not just within specialist or ethnic stores”, said Zayd Idrissi, director of UK operations and distribution at Milaf Cola.
“Our goal is to create a category-defining product that represents the strength of Saudi innovation and quality on a global scale,” he said. “With Milaf, we are bringing a Saudi-made product to mainstream UK consumers, proving that Saudi brands can compete and lead on an international level.”
The UK was seeing “a significant shift in consumer preferences towards healthier, naturally sweetened beverages”, Idrissi said.
Unlike traditional soft drinks, Milaf Cola was naturally sweetened with dates, making it an “an authentic, high-quality alternative with no refined sugars or artificial additives”.
“It is more than just a drink; it is a modern take on one of nature’s most powerful ingredients crafted for today’s consumers who want both flavour and function,” Idrissi added.
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