Palestine Cola's co-founder looks to build brand as Arab consumers shun mainstream

Amid the war in Gaza, some communities, especially Arab ones, have decided to support the Palestinian cause by boycotting major international brands.

To fill the void, new business endeavours have taken hold, such as local Arab brands.

Palestine Cola was born out of a desire to provide a meaningful alternative to global giants such as Coca-Cola and Pepsi. Three brothers from Malmo, Sweden, along with Mohamed Kiswani, saw an opportunity to create a brand that resonated with their heritage and supported a greater cause.

Since its launch, Palestine Cola, marked by distinctive symbols of Palestinian culture and identity, has garnered immense support from consumers who are eager to embrace a product that aligns with their values.

In this episode of Business Extra, host Cody Combs is joined by co-founder of Palestine Cola, Mohamed Kiswani, to talk about the inspiration behind the new brand, launching obstacles, market reaction and expansion plans.