And the new product, which made its debut at the BBC Good Food Show this week, sees a slight change in marketing tactics, with bottles sporting the strapline ‘Believe your taste’. When it launched its original Qibla Cola product earlier this year, the company’s slogan was ‘Liberate your taste’.
However, even without the political undertones, the new strapline is still intended to make consumers think about how their buying habits are influenced by “glitzy multi-million dollar marketing campaigns” rather than their taste buds, according to the company. UK-based Qibla now exports to Canada, Norway and the Netherlands, with 10% of its profits going to charities in developing countries. Its name is inspired by an Arabic word meaning ‘direction’.
Qibla Mango joins cola, water, Qibla 5 lemon and lime cocktail and orange-flavoured Fantasy in the company’s portfolio and will be launched in 500ml and two litre sizes. A guava flavour is planned for next year.
The products are available from independents in the UK and Qibla is “in discussion” with several multiples and C& Cs.