Milaf Global to consolidate PIF’s food and beverage brands

The Public Investment Fund (PIF) is consolidating its homegrown food and beverage brands under a single business platform, Milaf Global, with a mandate to take distinctly Saudi products to international markets, people familiar with the matter tell EnterpriseAM.

The consolidation will bring several of PIF’s consumer brands under one umbrella:

• Noug, the camel milk range;
• Jazean, the specialty Arabica coffee brand;
• Milaf’s own premium date range;
• Milaf Cola, a carbonated drink sweetened with date extract.

The rationale: The move gives each brand access to shared distribution infrastructure, unified marketing, and export muscle rather than operating independently, the sources say.

Each brand is rooted in something Saudi Arabia has. The Kingdom is the world’s largest date exporter, and Milaf’s wager is that the Ajwa date, Madinah-sourced and steeped in cultural significance, can become a consumer brand.

The products: Milaf Cola is already available in Australia and New Zealand, with broader global expansion planned. Jazean sources premium Arabica from the mountains of Jizan in Saudi Arabia’s southwestern highlands, with a mandate to take “the wonders of Arabica coffee global,” as per its website. Meanwhile, Noug is the camel milk play launched in 2023. It makes everything from flavored milk to gelato.

The bigger play: Milaf Global is an export infrastructure platform for Saudi-made products, as Saudi looks for new sources of economic value beyond oil. A date cola, a specialty coffee, and a camel milk range carry distinct origins, cultural weight, and growing consumer interest in markets where provenance matters.

What to watch: How these products are actually performing domestically is not yet clear from public data. All are relatively young brands with no publicly reported sales figures. Whether the commercial fundamentals justify the export push, or whether this is sovereign-funded market development ahead of genuine consumer demand, is the question to watch.