Milaf Cola, as already mentioned, contains no sugar and uses dates as a natural sweetener, while the price of the new drink is comparable to that of Coca-Cola. However, the project itself is just part of a larger strategy.
Milaf Cola is closely linked to the large-scale Vision 2030 initiative and the Public Investment Fund (PIF), which has over $700 billion in assets. The main goal of these efforts is to diversify the country's economy. Saudi Arabia plans to make dates a national symbol, comparing them to "the new oil."
Currently, the country holds about 20% of the world's date reserves. This creates a unique confrontation: on one side, Coca-Cola has 140 years of history and global distribution, while on the other side are powerful sovereign funds, a government strategy, and complete control over the supply chain, from palm trees to store shelves.
