Salaam Cola, the drink espousing the Palestine cause

Introduced as an alternative to Coca-Cola, Salaam Cola, manufactured in Turkey, pledges 10% of its profits to charities supporting Palestinian causes

Hyderabad: Salaam Cola, launched in the UK in November 2023 by founder Aykiz Shah, is a beverage brand that combines taste with activism.

Positioned as an ethical alternative to Coca-Cola, the company pledges 10% of its profits to charities supporting Palestinian causes.

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The drink, manufactured in Turkey, offers a unique flavor profile with softer carbonation and earthy spices and uses natural cane sugar instead of high-fructose corn syrup.

The inception of Salaam Cola aligns with growing calls to boycott Coca-Cola due to its operations in the Atarot Settlement Industrial Zone in East Jerusalem, an area considered an illegal Israeli settlement under international law. Coca-Cola has faced criticism for its association with such settlements, leading consumers and businesses to seek alternatives that align with their ethical stances.

Within a year of its founding, Salaam Cola has widened in 14 countries across four continents, offering a bold alternative in the global soft drink market.

Salaam Cola’s mission resonates with various communities and businesses, particularly those aiming to support Palestinian causes. For example, Pakistani street food cafes and other food joints in the US have started stocking Salaam Cola, not just for its taste but as a statement of solidarity towards Palestinians.

Drawing inspiration from Salaam Cola, other brands like Cola Gaza and Palestine Drinks have emerged, each donating a portion of their profits to Palestinian charities. These initiatives reflect a broader trend of consumers using purchasing power to support political and humanitarian causes.

“As a mother and a woman in hijab navigating a male-dominated space, I wanted to prove that you don’t have to compromise your values to build something meaningful,” the 26-year-old founder Aykiz Shah said in an interview earlier. “Salaam Cola is more than a beverage — it’s a tool for global good”, she added.