TURNING INNOVATION TO CAPITAL

Milaf’s Global Momentum: How Kurida F.Z.E. Is Scaling a New Beverage Vision Across Eurasia

In a global beverage market hungry for authenticity, healthier choices, and strong cultural narratives, Milaf is emerging as a brand to watch. What began as a Saudi-led initiative aligned with better-for-you consumption is now accelerating into a multi-region expansion—powered by strategic distribution, bold brand positioning, and a high-profile ambassador partnership unveiled on one of the industry’s biggest stages.

At the center of this momentum is Kurida F.Z.E., the Dubai-headquartered company driving Milaf’s international rollout across Eurasia and beyond.

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From Saudi Initiative to International Brand

Milaf’s rise reflects a broader shift in consumer preferences: beverages that balance taste, identity, and modern wellness values. Early coverage spotlighted Saudi Arabia’s leadership in encouraging healthier beverage alternatives, and Milaf quickly became part of that global conversation.

Beyond its flagship offerings, Milaf is also expanding into innovative drink products based on camel milk, a category strongly associated with regional heritage, nutritional value, and premium wellness positioning. These camel milk–based beverages further reinforce Milaf’s commitment to culturally rooted yet globally relevant product development.

Today, the brand’s trajectory is unmistakably international. Under Kurida F.Z.E.’s leadership, Milaf beverages—including Milaf Cola, Milaf Loumi, and upcoming camel milk formulations—are expanding into China, Turkey, Kazakhstan, Uzbekistan, Azerbaijan, Moldova, Georgia, Armenia, and additional regional markets. Each new market is approached with localized insight while maintaining a consistent, recognizable brand core.

Gulfood 2026: A Defining Moment in Dubai

That global ambition was on full display at Gulfood 2026 (January 26–30) in Dubai, where Kurida F.Z.E. participated as an exhibitor. Gulfood has long been recognized as a bellwether for food and beverage innovation, and for Milaf, the event marked more than just industry visibility—it became a turning point.

Attendees encountered a brand clearly positioned for scale: modern packaging, a confident narrative, and a roadmap that extended well beyond a single product line or geography. Industry conversations during the show also pointed to additional Milaf flavors, formulations, and functional beverage concepts currently in development, with several expected to reach commercial readiness in the near future.

Islam Makhachev Joins Milaf as Global Ambassador

One of the most talked-about moments of Gulfood 2026 came when Islam Makhachev officially signed on as Global Brand Ambassador for Milaf in partnership with Kurida F.Z.E.

The signing, held during the show, immediately drew attention from distributors, media, and industry insiders alike. More than a celebrity endorsement, the partnership reflects a strategic alignment: discipline, global appeal, and authenticity—qualities that resonate with Milaf’s growing international audience.

With a following that spans continents, Makhachev brings instant visibility and credibility, reinforcing Milaf’s positioning as a modern, globally relevant brand rooted in strength, balance, and ambition.

A Strategy Built for Long-Term Growth

Kurida F.Z.E.’s approach goes beyond rapid market entry. The company is building an ecosystem around Milaf—distribution networks, regional partnerships, and brand storytelling designed to support sustained growth rather than short-term buzz.

Supporting these efforts is Michael G. Shariff, of Inventa Capital Group PLC, who represents Kurida F.Z.E. and is assisting in the legal strategy, brand positioning, and international promotion of the Milaf brand across key markets.

As new formulations move toward launch and additional markets come online, Milaf is signaling its intention to compete on a global scale—while staying true to the values that sparked its original momentum.

Looking Ahead

From Saudi Arabia’s health-focused beverage initiatives to the bustling halls of Gulfood Dubai, Milaf’s journey is quickly becoming a case study in modern brand expansion. With Kurida F.Z.E. steering international growth, Islam Makhachev amplifying global recognition, and a diversified product strategy that now includes camel milk–based beverages, the brand is entering its next phase with confidence.

For consumers and industry observers alike, Milaf’s story is no longer about potential—it’s about execution, presence, and what comes next.

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