Against the backdrop of a rapidly evolving global food and beverage market, few brands are demonstrating growth at the pace of Milaf. Backed by Dubai-based Kurida F.Z.E., the brand is actively expanding across Eurasia, combining cultural authenticity with modern consumer trends.
A key differentiator of Milaf products is their formulation: many of the beverages utilize real date-derived ingredients as natural sweeteners, providing not only a distinctive taste profile but also a source of natural energy. This aligns with the brand’s broader commitment to healthier alternatives in the beverage space.
Following the successful global launch of Milaf and its high-profile partnership with Islam Makhachev, industry attention is shifting to the next stage of development.
We spoke with Michael G. Shariff, legal counsel for Kurida, to discuss expansion strategy, new product directions, and the brand’s positioning beyond the beverage category.
Q: Milaf has already made a strong impression on the global market. What’s next for Kurida?
Shariff:
What we’re seeing now is just the beginning. Milaf started as a beverage brand rooted in innovation from Saudi Arabia and focused on healthier alternatives. A core part of that innovation is the use of real date-based sweeteners, which not only replace traditional refined sugars but also contribute natural energy and a unique flavor profile.
However, Kurida’s vision goes far beyond beverages.
We are actively building a multi-category consumer ecosystem. This means expanding beyond beverages into adjacent food categories aligned with our philosophy—quality, accessibility, and cultural relevance.
At the same time, we are scaling distribution across regions where Kurida holds exclusive rights, including Central Asia, the Caucasus, parts of Eastern Europe, and key Asian markets.
Our goal is simple:
In every country where Kurida operates, consumers should have access to the full range of Milaf products—not just a single category.
Q: You mentioned expansion into food products. Can you elaborate?
Shariff:
Absolutely—this is one of our most promising directions.
We are currently developing a new line of consumer snacks, including products targeted at families and children. One example we are particularly excited about is:
Snack packs with chocolate spread and breadsticks for dipping—conceptually similar to well-known formats like Nutella & Go, but adapted to our markets and brand strategy.
These products are being developed with key priorities in mind:
● convenience ● affordability ● appeal to children and families ● ease of distribution across multiple countries
This is part of a broader strategy to create products for everyday consumption, complementing our beverage line—especially those featuring natural, date-based energy and sweetness.