Saudi's Milaf Cola: A Healthier Local Rival To Soda Giants (image-instagram/drinkmilaf)

In Arab countries, Coca-Cola and Pepsi have historically had a strong presence and large market share. However, there has been a recent shift following the boycott calls, which have grown more impactful with time. The companies themselves have acknowledged that the boycott has affected their sales and market share.

These recent developments have led to the rise of local alternatives, indicating a significant shift in consumer behaviour across the region. Local drink companies are now vying for the cola crown, with US market leaders facing continued criticism over perceived links to Israel.

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One such local carbonated drink has become a consumer favourite due to its health benefits, unlike traditional carbonated colas. The innovative drink, Milaf Cola was launched in December 2024. While most producers opt for corn syrup or cane sugar, Milaf Cola is made from dates and is claimed to be the world’s first carbonated cola made with the fruit.

The drink, developed by Thurath Al Madinah, was launched during the Riyadh Date Festival in Saudi Arabia. Thurath Al Madinah is a subsidiary supported by the Saudi Public Investment Fund (PIF).

By using dates in the carbonated drink, no artificial sweeteners had to be added, as dates provide natural sweetness through fructose and glucose. Dates, being rich in fibre, antioxidants, potassium, and essential minerals, make the drink an appealing option for health-conscious consumers.

While big soda brands scramble to push diet versions — often with minimal formula changes — Milaf Cola positions itself as a naturally healthier alternative.

Milaf Cola uses this unique formulation to promote national identity and pride, aligning with Saudi Arabia’s Vision 2030 goals to support local products and diversify the economy. Within a month of its launch, the product experienced notable market growth.

In February 2025, Milaf Cola secured a strategic partnership with LuLu Group, a leading retailer in the GCC. This agreement facilitated the distribution of Milaf Cola across LuLu stores in the Gulf and included plans for expansion into India. According to a Gulf News report, the product was restocked in March, indicating sustained consumer interest.

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By May 2025, the cola entered the UK market and became available to UK consumers through online platforms like Amazon and select retail stores.

In an age of organic, low-sugar, clean-label food and beverages, Milaf Cola appears well-positioned to significantly disrupt the market in the near future.