SAUDI ARABIA’S PIF LAUNCHES FIRST DATE-BASED COLA

Mon 09 December 2024:

Saudi Arabia has introduced Milaf Cola, a new soft drink made from dates, positioning it as a healthier alternative to traditional fizzy beverages. Unveiled at the Riyadh Date Festival by Al Madinah Heritage Company, a Public Investment Fund (PIF) subsidiary, the drink is claimed to be the world’s first commercial cola made from dates and contains no added sugar.

“Milaf Cola is just the beginning. We are working on a variety of products that will revolutionise how dates are consumed globally,” a company spokesperson told The Munsif Daily.

استمتع بطعم ميلاف كولا!
The perfect refreshment made with pride#ميلاف_كولا #MilafCola pic.twitter.com/zJWreaedLA

— Milaf Cola (@drinkmilaf) December 1, 2024

The cola uses locally sourced premium dates, making it environmentally sustainable and in line with the Kingdom’s Vision 2030 programme, which emphasises sustainability and economic diversification.

Bandar Al-Qahtani, CEO of Al Madinah Heritage Company, highlighted the drink’s potential to boost global markets for the kingdom’s date farmers. The drink was launched in collaboration with Saudi Agriculture Minister Abdulrahman Al-Fadley.

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Al Madinah Heritage Company was established in July, with a view to improving the quality and production capacity of Madinah’s famed Ajwa dates, widely considered among the finest dates in the world, because of their high nutritional value and significant health benefits.

Historically, dates have been a staple in Middle Eastern beverages such as sharbat, sweetened with sugar, syrup, or honey. Milaf Cola’s launch coincides with a rising demand for alternatives to Western cola brands, fuelled by growing boycotts over their support or association with Israel amid the genocide in Gaza.

-MEMO

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