The product marks a strategic pivot for the group, which manages a portfolio of over 20 brands across 60 markets. Managing Director and CEO Salmeen Alameri stated that the drink represents an ambition to create locally rooted products capable of competing in high-growth, dynamic categories. According to the company, the formulation relies on a disciplined approach to innovation, prioritizing speed to market and alignment with current consumption trends.

Fuell will initially roll out through select distribution channels within the UAE. While the company has confirmed plans for broader distribution, the immediate focus remains on establishing the brand as a distinct alternative to traditional, sugar-heavy energy drinks. The move underscores Agthia’s broader strategy under its parent firm, ADQ, to leverage its 12,000-strong workforce and operational scale to push into premium, value-added food and beverage segments.