A subsidiary of Saudi Arabia's Public Investment Fund, Al Madinah Heritage Company, has introduced Milaf Cola, a beverage distinguished as the first commercial soft drink globally to be derived from dates. This product, which utilizes premium dates without the addition of sugar, marks a novel entry into the soft drink market. Historically, dates have played a role in Middle Eastern refreshments like sharbat, a category of sweet beverages flavored with fruits and sweetened with sugar, syrup, or honey.
Al Madinah Heritage Company's CEO, Bandar Al Qahtani, stated that the introduction of Milaf Cola is part of a strategy to expand international markets for Saudi date farmers. Additionally, a spokesperson for the company highlighted to The Munsif Daily that Milaf Cola represents the initial step in a broader plan to innovate the global consumption of dates.</p>
Since its inception in 2023, Milaf has emerged as a leading producer of dates in Saudi Arabia, offering a range of products including a sugar-free date sandwich spread and various packaged dates. The establishment of Al Madinah Heritage Company in July 2023 aims to enhance the quality and production of Ajwa dates in the Madinah region and to promote their local and international distribution.
Ajwa dates are renowned for their superior nutritional value and health benefits, contributing to their classification as a natural superfood. These dates hold significant religious and cultural importance, especially among Muslims, who traditionally consume them during Ramadan. Majed Al Assaf, from the Mean Investments Division at PIF, emphasized the critical role of the date industry within Saudi Arabia's food and agriculture sector, noting the country's status as a key producer and exporter of high-quality dates.
Source: AGBI