The controversial soft drink Mecca-Cola, which has sold over 2m bottles in Europe, is to launch in the Middle East, according to owner Tawfik Mathlouthi.
A new entity Mecca Middle East Company is being set up with a production plant planned for Dubai after Mathlouthi signed a deal with the Emirati company Mojarrad General Trading (MGT), including distribution rights across the Middle East.
“Saudi Arabia has already ordered 5m 1.5 litre bottles,” said Mathlouthi.
A sum of US$4mis being invested into the project, which hopes to be up and running before the end of the year.
Annual sales of 200 million bottles are targeted.
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By GlobalData“Several countries in the Middle East, including Syria, Lebanon, Sudan, Iran, Iraq, Yemen, Jordan and Libya have already agreed about distribution rights,” he said.
Mathlouthi is a French entrepreneur who says that by providing an alternative to Coca-Cola he is “combating US imperialism and Zionism by providing a substitute for American goods.”
The drink appeals directly to anti-US sentiments with the slogan, “Don’t drink stupid, drink with commitment.” As an added incentive, 20% of the price of each bottle sold goes to charity – half to Palestinian charities, half to European organisations.
