An iconic Saudi F&B brand, Milaf Cola, will now be available at LuLu outlets in the GCC – and with the possibility of taking it to India as well. This comes after the Abu Dhabi headquartered hypermarket operator Lulu signed a deal with Al Madina Heritage, part of the Saudi wealth fund PIF’s holdings. “Sourcing and selling world-class products globally has always been our key strength,” said Yusuffali M. A, Chairman of Lulu Group. With our sourcing network spanning 23 countries, we are further strengthening our product portfolio by signing various MoUs with top suppliers.” What makes Milaf carve a different niche in an intensely fought over cola market is its use of carbonated date-sweetened formula. This replaces the traditional sugars or sweeteners with date extracts. “Saudi F&B brands such as AlBaik fried chicken restaurant have developed cult following in the wider GCC markets,” said a retailer. “Milaf Cola definitely comes with the same sort of advantages.” It’s been a busy week for cola brands in Dubai. Earlier, a Reliance Industries’ owned entity struck a partnership with Abu Dhabi’s Agthia Group to sell the popular ‘Campa Cola’ label in the UAE.