Agthia Group launches date-sweetened Fuell energy drink in UAE 

UAE – Agthia Group has unveiled Fuell, which it describes as the world’s first energy drink sweetened with dates, as the UAE-based food and beverage company expands its presence in the fast-growing functional drinks segment. 

The new beverage combines date-based sweetness with ingredients including guarana and Korean red ginseng. According to the company, Fuell will initially be available through selected sales channels in the United Arab Emirates before being rolled out more widely. 

The launch comes amid rising consumer demand for products that offer functional benefits while incorporating ingredients perceived as natural. It also reflects growing interest in products inspired by regional heritage. 

Salmeen Alameri, Managing Director and Chief Executive Officer of Agthia Group, said the launch represents the company’s ambition to create brands that resonate with consumers while competing in high-growth categories. 

“Fuell represents innovation, differentiated and proudly rooted in the region. Dates are part of the UAE’s history. With Fuell, we are taking that heritage forward into a modern consumer product that speaks to today’s lifestyles and expectations,” Alameri said. 

“This launch reflects our ambition to build brands that are locally meaningful, and capable of competing in dynamic, high-growth categories,” he added. 

Agthia said the product was developed in response to evolving consumer preferences and forms part of its broader strategy to strengthen its portfolio with brands positioned in higher-growth segments. 

The company did not disclose pricing, production volumes or sales targets for Fuell. However, it noted that the formulation combines traditional date sweetness with functional ingredients commonly associated with energy drinks, creating a differentiated offering in an increasingly competitive market. 

The launch also underscores Agthia’s continued focus on innovation and product development as it seeks to expand beyond its traditional food and beverage categories. 

Fuell will initially be sold through selected outlets in the UAE, with additional distribution channels expected to be added over time. 

The introduction of the new brand comes as Agthia continues to deliver growth across its operations. In the first quarter of 2026, the Group reported net revenue of Dh1.3 billion, representing a 3.3% year-on-year increase. 

According to the company, the quarterly performance reflected disciplined execution across its diversified portfolio and progress in key transformation initiatives despite a challenging operating environment. 

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