When a product has been around for more than a century, it can be difficult for it to adapt to changing times and tastes while retaining the elements that make it unique.
Vimto, the drink synonymous with Ramadan in the UAE, Saudi Arabia and the rest of the Gulf, may look like it is clinging to the past with its distinctive 1920s-style packaging, but all is not what it seems.
Challenged by the coronavirus pandemic and a health campaign against over consumption of sugar in the Gulf, the drink maker had to adapt.
The holy months in 2020 and 2021 passed under strict movement bans and social distancing regulations, presenting a difficulty for a company that achieves more than half of its sales of Vimto Cordial in the region just before and during the month of Ramadan.
Rasha Sakr, a marketing manager for Vimto at distributor Aujan Coca Cola Beverages Company, based in Dubai, said the company studied shoppers’ behavioural changes during the pandemic and found they were buying Vimto in bulk to avoid frequent trips to the supermarket.
“Our sales were slightly affected due to fewer gatherings and less gifting during the season. However, we are not only back to normal but have achieved our full target before the start of Ramadan this year,” she said.
It turned out that the coronavirus did not dull the appetite for the sticky, sweet thirst-quencher. Nichols, the maker of Vimto, said it sold 30 million bottles in the Middle East last year.
Adapt to thrive
Vimto is not resting on its laurels. It has launched strawberry, blue raspberry and cola berry varieties in the region in recent years, and slushy drinks to entice younger buyers.
The company issued a profit warning in 2019 after the UAE and Saudi Arabia instituted sugar taxes. In response, the brand began efforts to attract a more health-conscious customer and avoid having to increase prices.
It introduced Vimto Cordial Zero, with no sugar, calories or artificial colouring, as a special offering for Ramadan this year.
Ms Sakr said the company was “definitely considering” adding Vimto Cordial Zero to its regular portfolio after the new variety sold out before the middle of the month.
The zero sugar variety also plays into a trend marketers are noticing among younger Muslims towards greater focus on health during Ramadan, particularly when it comes to choosing what to eat and drink for suhoor, the predawn meal.
“There is a trend among younger Muslims to think about their health and well-being, how to use their food during the darkness hours to have less fatigue and less dehydration and to have a more successful fast from a physical perspective,” said Shelina Janmohamed, vice president of Islamic Marketing at Ogilvy Consulting.
Drinks such as coconut water and mocktails are gaining in popularity for hydration, she said.
But not everything is changing. The Vimto label has remained almost the same since the drink arrived in the Gulf, even if the British version has tried to satisfy more modern branding tastes.
The Vimto Cordial label is quite distinctive and somehow sacred, so little or no changes have occurred since its launch
Rasha Sakr,
a marketing manager for Vimto based in Dubai
The label is so well protected that marketing staff need approval from the very top for even the most minor adjustments.
“The Vimto Cordial label is quite distinctive and somehow sacred, so little or no changes have occurred since its launch,” Ms Sakr said.
But for some, only the original will do. Families even argue over the ratio of cordial to water.
Abdulrazzaq Al Khaja, an engineer from Dubai, said Ramadan is not Ramadan without Vimto.
“It’s one of those things that officially start Ramadan,” he said. “The very first thing you drink at your first iftar.”
This Ramadan is no different — the Burj Khalifa has been lit up in the crimson colour of the cordial as the drink's place as a fixture of the holy month continues.
“We’re incredibly proud of the special place Vimto has established in the hearts and minds of generations of consumers in the Middle East — not only at the iftar table during Ramadan, but throughout the year,” Matthew Nichols, international commercial director at Vimto, said.
How Vimto became the darling of Ramadan
Vimto started off as a medicinal drink created by John Noel Nichols in 1908 in Manchester, England. Then called Vimtonic, it was advertised as a herbal drink to provide “vim and vigour".
After its first overseas launch, in Guyana in 1919, Vimto made its way to India, eventually reaching an employee of Saudi distribution firm Aujan, who recommended the drink to his boss in 1928.
Demand in the Gulf region grew to such a level that 50 years later, Aujan was given permission to set up production of the drink in Saudi Arabia. There are now more than 350 people employed in the operation there.
Even after Coca Cola bought a 50 per cent stake in Aujan's beverage business in 2011, the grandchildren of the original Nichols and Aujan business partners work together on the drink.
Its association with Ramadan has no agreed origin story, but it is likely that the burst of sugar proved attractive to those breaking their fast and its reputation spread through the community.
But there is also science behind why people seek out the familiar during a transformative time in their lives.
“One of the things that Ogilvy looks at is, from a behavioural science perspective, how do habits get formed? If you are drinking something every day at a very fixed time, which is the iftar time, that becomes a habit,” Ms Janmohamed said.
Key figures in the life of the fort
Sheikh Dhiyab bin Isa (ruled 1761-1793) Built Qasr Al Hosn as a watchtower to guard over the only freshwater well on Abu Dhabi island.
Sheikh Shakhbut bin Dhiyab (ruled 1793-1816) Expanded the tower into a small fort and transferred his ruling place of residence from Liwa Oasis to the fort on the island.
Sheikh Tahnoon bin Shakhbut (ruled 1818-1833) Expanded Qasr Al Hosn further as Abu Dhabi grew from a small village of palm huts to a town of more than 5,000 inhabitants.
Sheikh Khalifa bin Shakhbut (ruled 1833-1845) Repaired and fortified the fort.
Sheikh Saeed bin Tahnoon (ruled 1845-1855) Turned Qasr Al Hosn into a strong two-storied structure.
Sheikh Zayed bin Khalifa (ruled 1855-1909) Expanded Qasr Al Hosn further to reflect the emirate's increasing prominence.
Sheikh Shakhbut bin Sultan (ruled 1928-1966) Renovated and enlarged Qasr Al Hosn, adding a decorative arch and two new villas.
Sheikh Zayed bin Sultan (ruled 1966-2004) Moved the royal residence to Al Manhal palace and kept his diwan at Qasr Al Hosn.
Sources: Jayanti Maitra, www.adach.ae
Biog
Mr Kandhari is legally authorised to conduct marriages in the gurdwara
He has officiated weddings of Sikhs and people of different faiths from Malaysia, Sri Lanka, Russia, the US and Canada
Father of two sons, grandfather of six
Plays golf once a week
Enjoys trying new holiday destinations with his wife and family
Walks for an hour every morning
Completed a Bachelor of Commerce degree in Loyola College, Chennai, India
2019 is a milestone because he completes 50 years in business
8 UAE companies helping families reduce their carbon footprint
Greenheart Organic Farms
This Dubai company was one of the country’s first organic farms, set up in 2012, and it now delivers a wide array of fruits and vegetables grown regionally or in the UAE, as well as other grocery items, to both Dubai and Abu Dhabi doorsteps.
www.greenheartuae.com
Modibodi
Founded in Australia, Modibodi is now in the UAE with waste-free, reusable underwear that eliminates the litter created by a woman’s monthly cycle, which adds up to approximately 136kgs of sanitary waste over a lifetime.
www.modibodi.ae
The Good Karma Co
From brushes made of plant fibres to eco-friendly storage solutions, this company has planet-friendly alternatives to almost everything we need, including tin foil and toothbrushes.
www.instagram.com/thegoodkarmaco
Re:told
One Dubai boutique, Re:told, is taking second-hand garments and selling them on at a fraction of the price, helping to cut back on the hundreds of thousands of tonnes of clothes thrown into landfills each year.
www.shopretold.com
Lush
Lush provides products such as shampoo and conditioner as package-free bars with reusable tins to store.
www.mena.lush.com
Bubble Bro
Offering filtered, still and sparkling water on tap, Bubble Bro is attempting to ensure we don’t produce plastic or glass waste. Founded in 2017 by Adel Abu-Aysha, the company is on track to exceeding its target of saving one million bottles by the end of the year.
www.bubble-bro.com
Coethical
This company offers refillable, eco-friendly home cleaning and hygiene products that are all biodegradable, free of chemicals and certifiably not tested on animals.
www.instagram.com/coethical
Eggs & Soldiers
This bricks-and-mortar shop and e-store, founded by a Dubai mum-of-four, is the place to go for all manner of family products – from reusable cloth diapers to organic skincare and sustainable toys.
www.eggsnsoldiers.com
Company profile
Name: Oulo.com
Founder: Kamal Nazha
Based: Dubai
Founded: 2020
Number of employees: 5
Sector: Technology
Funding: $450,000
UAE tour of the Netherlands
UAE squad: Rohan Mustafa (captain), Shaiman Anwar, Ghulam Shabber, Mohammed Qasim, Rameez Shahzad, Mohammed Usman, Adnan Mufti, Chirag Suri, Ahmed Raza, Imran Haider, Mohammed Naveed, Amjad Javed, Zahoor Khan, Qadeer Ahmed
Fixtures:
Monday, 1st 50-over match
Wednesday, 2nd 50-over match
Thursday, 3rd 50-over match
Three ways to limit your social media use
Clinical psychologist, Dr Saliha Afridi at The Lighthouse Arabia suggests three easy things you can do every day to cut back on the time you spend online.
1. Put the social media app in a folder on the second or third screen of your phone so it has to remain a conscious decision to open, rather than something your fingers gravitate towards without consideration.
2. Schedule a time to use social media instead of consistently throughout the day. I recommend setting aside certain times of the day or week when you upload pictures or share information.
3. Take a mental snapshot rather than a photo on your phone. Instead of sharing it with your social world, try to absorb the moment, connect with your feeling, experience the moment with all five of your senses. You will have a memory of that moment more vividly and for far longer than if you take a picture of it.
THE LIGHT
Director: Tom Tykwer
Starring: Tala Al Deen, Nicolette Krebitz, Lars Eidinger
Rating: 3/5
What the law says
Micro-retirement is not a recognised concept or employment status under Federal Decree Law No. 33 of 2021 on the Regulation of Labour Relations (as amended) (UAE Labour Law). As such, it reflects a voluntary work-life balance practice, rather than a recognised legal employment category, according to Dilini Loku, senior associate for law firm Gateley Middle East.
“Some companies may offer formal sabbatical policies or career break programmes; however, beyond such arrangements, there is no automatic right or statutory entitlement to extended breaks,” she explains.
“Any leave taken beyond statutory entitlements, such as annual leave, is typically regarded as unpaid leave in accordance with Article 33 of the UAE Labour Law. While employees may legally take unpaid leave, such requests are subject to the employer’s discretion and require approval.”
If an employee resigns to pursue micro-retirement, the employment contract is terminated, and the employer is under no legal obligation to rehire the employee in the future unless specific contractual agreements are in place (such as return-to-work arrangements), which are generally uncommon, Ms Loku adds.
The essentials
What: Emirates Airline Festival of Literature
When: Friday until March 9
Where: All main sessions are held in the InterContinental Dubai Festival City
Price: Sessions range from free entry to Dh125 tickets, with the exception of special events.
Hot Tip: If waiting for your book to be signed looks like it will be timeconsuming, ask the festival’s bookstore if they have pre-signed copies of the book you’re looking for. They should have a bunch from some of the festival’s biggest guest authors.
Information: www.emirateslitfest.com
COMPANY PROFILE
Company name: BorrowMe (BorrowMe.com)
Date started: August 2021
Founder: Nour Sabri
Based: Dubai, UAE
Sector: E-commerce / Marketplace
Size: Two employees
Funding stage: Seed investment
Initial investment: $200,000
Investors: Amr Manaa (director, PwC Middle East)
US tops drug cost charts
The study of 13 essential drugs showed costs in the United States were about 300 per cent higher than the global average, followed by Germany at 126 per cent and 122 per cent in the UAE.
Thailand, Kenya and Malaysia were rated as nations with the lowest costs, about 90 per cent cheaper.
In the case of insulin, diabetic patients in the US paid five and a half times the global average, while in the UAE the costs are about 50 per cent higher than the median price of branded and generic drugs.
Some of the costliest drugs worldwide include Lipitor for high cholesterol.
The study’s price index placed the US at an exorbitant 2,170 per cent higher for Lipitor than the average global price and the UAE at the eighth spot globally with costs 252 per cent higher.
High blood pressure medication Zestril was also more than 2,680 per cent higher in the US and the UAE price was 187 per cent higher than the global price.
The Lost Letters of William Woolf
Helen Cullen, Graydon House
