The launch marks a strategic pivot for the food and beverage giant, which manages a portfolio of over 20 brands across seven countries. According to Salmeen Alameri, Agthia’s managing director and CEO, the product functions as a bridge between historical ingredients and high-growth categories. The formulation is intended to appeal to shoppers seeking natural alternatives without sacrificing the functionality expected from mainstream energy drinks.

Fuell will initially roll out through select retail channels in the UAE. This move highlights Agthia’s broader push to leverage its existing R&D pipeline to capture market share in high-growth segments. The company, a subsidiary of ADQ with a workforce of 12,000, plans to scale distribution as it evaluates consumer response to the date-infused formula.