Islamic Cola
In the UK Evoca Cola faced challenges from other brand competitors such as Qibla Cola and Mecca Cola but retained a presence in the market with a consistent client base (an example being the fact that it is sold nationally in UK Asda stores).
Vendors of the cola have highlighted the presence of black seed (حبه البركة Arabic), as black seed is well known in Islamic culture (amongst others), and there are recorded hadiths from the prophet Muhammad which mention its qualities as being healing and beneficial (Sahih al-Bukhari).
Despite the addition of black seed being a possible advantageous marketing angle, the product was not positioned or sold as an 'Islamic cola' due to its largely growing mainstream appeal as a result of its unique composition of 100% mineral water, it being made using only natural ingredients and its cola taste.
The issue of 'Islamic colas' has been a controversial one, creating a great deal of media attention and publicity, and Evoca's competitors used this attention to create brand awareness. Evoca drinks thought that to label their company or products may create problems later on and possibly have adverse effects on the brands future.
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