ABU DHABI: A Palestinian-Swedish drinks maker has seen its alternative to Coca-Cola and Pepsi take off massively as consumers boycott the US brands over perceived ties to Israel, UAE media reported on Monday.
Palestine Drinks said that it is struggling to meet the soaring demand, with some eateries in Europe opting to exclude the American-owned market leaders. Within just under two months, sales have skyrocketed to approximately four million cans.
Brothers Hussein, Mohammed, and Ahmad Hassoun, of Palestinian heritage and prosperous entrepreneurs based in Malmo, made the decision six months ago to develop a substitute for Pepsi and Coca-Cola.
Their brand swiftly gained widespread attention on social media platforms, drawing interest from global companies seeking to carry its cola. Adorned with symbolic representations of Palestine, such as olive branches and a traditional Palestinian keffiyeh design, the distinctive cans bear the slogan “liberty for everyone,” echoing the founders’ belief in universal freedom irrespective of ethnicity.
The Hassoun brothers aspire to raise awareness about Palestine and provide assistance to charities aiding individuals affected by the conflicts in Gaza and the West Bank.
Hussein Hassoun articulated their mission on social media, stating in Arabic, “We’ve devised a plan aimed at aiding our fellow Palestinians, with a special focus on the children of Gaza.” He outlined an initiative involving a charitable organization run by two committed lawyers dedicated to directly focussing funds to Palestinians, particularly those in Gaza.
The Hassoun family intends to establish the Safad Foundation in Sweden, where proceeds generated by the company will be aggregated and allocated to projects in Palestine. The foundation, along with Palestine Drinks’ parent company, Safad Food, derives its name from the town in the Galilee region (formerly part of Palestine) from which the Hassouns’ grandfather and uncles were displaced in 1948.
Forced to flee to Lebanon before settling in Sweden, the three brothers, who were born and raised in Sweden, established a thriving business in car accessories approximately 25 years ago before diversifying into real estate ventures.
