Abu Dhabi, UAEJune 16, 2026 /PRNewswire/ — Agthia Group PJSC, a leading food and beverage company in the region, today announced the launch of Fuell, the world’s first sugar-added date-based energy drink, bringing a unique Emirati perspective to the global energy drink category.
Salmeen Alameri, Managing Director & Chief Executive Officer, Agthia Group
Fuell combines the sweetness of dates with functional ingredients such as guarana and Korean red ginseng. The product reflects Agthia’s focus on creating consumer-relevant products that stay connected to natural ingredients and tradition.
Salmeen Alameri, Managing Director and Chief Executive Officer of Agthia Group, said: “Fuell represents innovation, differentiation, and a proud grounding in the region. Dates are part of the UAE’s history. With Fuell, we transform this heritage into a modern consumer product that embodies today’s lifestyles and expectations. This launch reflects our ambition to build brands that are locally meaningful and capable of competing in dynamic, high-growth categories.”
Fuell reflects Agthia’s rigorous approach to innovation, combining consumer insights, formulation expertise, and speed to market to create unique, scalable products aligned with emerging consumer trends.
Developed in response to evolving consumer expectations, Fuell showcases the strength of Agthia’s innovation pipeline. It will initially launch through select channels in the UAE, with plans to expand availability to other channels in the future.