UAE-based Agthia Group PJSC has recently released Fuell, the world’s first energy drink sweetened with dates, bringing a distinctly Emirati or Arabic perspective to the global energy drink category.
Fuell combines date-based sweetness with functional ingredients such as guarana and Korean red ginseng. The product reflects Agthia’s focus on creating offerings that are relevant to consumers and staying connected to natural ingredients and heritage.
Salmeen Alameri, Managing Director and CEO of Agthia Group said, “Fuell represents innovation, differentiated and proudly rooted in the region. Dates are part of the UAE’s history. With Fuell, we are taking that heritage forward into a modern consumer product that speaks to today’s lifestyles and expectations. This launch reflects our ambition to build brands that are locally meaningful, and capable of competing in dynamic, high-growth categories.”
Fuell reflects Agthia’s disciplined approach to innovation, combining consumer insight, formulation expertise and speed to market to create distinctive, scalable products aligned with emerging consumption trends.
Developed in response to evolving consumer expectations, Fuell showcases the strength of Agthia’s innovation pipeline. It is launched initially through select channels in the UAE, with plans to expand availability across additional channels in the future.
Product like Fuell will also have growth potential in muslim-majority markets where dates are often considered as healthy, full of dietary fibre, and part of the growing-up Islamic culture.
