Milaf Cola offers a unique proposition: it contains no sugar, and the main ingredient is dates, creating a natural base for the drink. Meanwhile, the price remains on par with Coca-Cola.
However, Milaf Cola is just part of a broader strategy called Vision 2030, which is supported by the Public Investment Fund (PIF) with a capital of over $700 billion. The main goal is to diversify the kingdom's economy. Saudi Arabia aims to make dates a new national symbol and turn them into "the new oil."
Considering that the country holds about 20% of the world's date reserves, one can imagine the scale of the confrontation. On one side, we have an established brand with a 140-year history and global distribution. On the other side, there are trillions of dollars in sovereign funds, a national strategy, and complete control over all stages of production—from palm to store shelf.
