Mecca-Cola, distributed in recent years to Arab consumers throughout the Islamic world, in the framework of the "war against America and Zionists", hit Israeli markets a week ago.
Coke's legacy had spurred the launch of an alternative soft drink company, Mecca-Cola, some three years ago. It was designed to cash in on anti-American sentiment around the world. Mecca-Cola was introduced in France in 2002, and is now exported throughout Europe and the Arab world.
"Arabs are entitled to enjoy brands that were made especially for them", the company's Israel director, said. He dismissed there was a political message behind the brand's marketing in the Jewish state, but announced "10% of the profits will be distributed as donations to Palestinian children. It is intolerable that they should suffer, starve and miss school".
Mecca-Cola, a brand targeted towards Arab-Muslim consumers, hit Israeli stores a few days ago, and reportedly has a unique taste. The global owner of Mecca-Cola, Tawfiq Mathlouthi, a French citizen of Tunisian descent, founded the company in 2002.
Mathlouthi has issued declarations against "Imperialism and Zionism" from time to time. Among other things, he had called on the renewal of the Arab boycott against Israel and had said his product was part of the "war against the Americans and Zionism".
Miqdad Idris, Mecca-Cola's Israel company director had initiated the distribution of the product in Israel. "It is our right as Muslims to create an alternative to things that exist in the world". (menareport.com)
© 2004 Mena Report (www.menareport.com)
