Agthia Group PJSC on June 16 launched Fuell in Abu Dhabi, describing it as the world’s first energy drink sweetened with dates, with an initial rollout in select UAE channels.

Agthia said Fuell contains date-based sweetener, guarana and Korean red ginseng. The company said the product was developed in response to changing consumer expectations.

Managing Director and Chief Executive Officer Salmeen Alameri said the launch aimed to extend a regional ingredient into a modern consumer product. 

The company said the product would initially be sold through select UAE channels, with broader channel expansion planned later. Agthia is an Abu Dhabi-headquartered food and beverage company and part of ADQ.

Agthia said it has more than 20 brands across water and food, snacks, protein, frozen, and agri-business. The company said it operates in seven countries and serves more than 60 markets.