Cola's competitive landscape

Cola is one of the most imitated beverages in the world. Since the recipe developed by pharmacist John Pemberton in 1886, hundreds of brands have tried their luck against the two American giants, Coca-Cola and Pepsi.

Regional and niche colas

In France, the trend of regional colas flourished in the early 2000s, with Breizh Cola in Brittany or Corsica Cola on the island of Beauty. Others have focused on commitment: Mecca-Cola, launched in France in 2002, explicitly targeted Muslim consumers. More recently, Palestine Cola, born in Sweden in February 2024, capitalized on the boycott of American brands linked to the war in Gaza.

Natakassam Cola's entry

Natakassam Cola, which means "We share" in classical Arabic, has been marketed in France since July 2026. It is supported by the Ethical Beverages Company (EBC) and produced in Soultzmatt, in the Haut-Rhin, on the site already known for the water Lisbeth, according to L’Alsace. The brand officially launched in September 2026.

Certification and product features

The claimed uniqueness lies first in the certification. The ingredients, the factory and the bottling line are certified halal by HCS (Halal Certification Service), a Swiss organization. The brand specifies that the site does not bottle any alcoholic beverages and that no animal-derived components are used in the recipe.

Marketing strategy and social commitment

Another key argument that Natakassam Cola emphasizes is the absence of sugar in the drink. "Its recipe with spring water and fine bubbles offers consumers a zero-sugar drink, easy to digest, and a real alternative to American soda brands," the brand promises, which "relies on a strong commitment: 10% of the price of each bottle sold are donated to associations located in the three countries of the Maghreb (in Morocco, Algeria and Tunisia), through the Natakassam Corporate Foundation."

Commercial logic and target audience

The logic is primarily commercial. Théophile Cormillot, commercial director of the brand, estimates that, since "between 6 and 9% of the French population is Muslim, the halal beverage market represents a considerable commercial potential." "Beyond the numbers," he says, "Natakassam Cola meets a need for inclusion, quality and well-being, shared by many consumers, especially Muslims, who want to consume products made in France, in line with their values. We wanted to bring together these dimensions in a non-alcoholic, low-calorie, elegant and committed drink."

Market challenges and competition

It remains to be seen if the label will be enough. A classic cola contains neither pork nor animal ingredients: the halal question mainly concerns possible traces of alcohol in the flavors. Many Muslim consumers already drink colas without worrying about this. Will the certification bring a real added value in their eyes? Mecca-Cola targeted this clientele more than 20 years ago, without managing to establish itself permanently against the cola giants.

Product availability and future plans

The brand's positioning is premium, with a 33 cl glass format already present in cafes, hotels and restaurants according to EBC. The 1.5 L plastic bottle is currently being listed in supermarkets, EBC aiming for a wider deployment on the French market by the time of Ramadan 2027, which will begin in February 2027. The market for alternative colas is littered with promising launches that have fallen into oblivion. The month of Ramadan 2027 will therefore serve as the first test for EBC.