The flagship product of the Mecca Cola World Company, it is marketed as an alternative to U.S. brands such as Coca-Cola and Pepsi-Cola to "pro-Muslim" consumers.

Mecca-Cola was launched in France, in November 2002,[1][2] by Tawfik Mathlouthi as a means of aiding Palestinians by tapping into demand for alternative products in European countries.

[5] It pledges to donate 10% of its profits to fund strictly humanitarian projects (such as schools) in the Palestinian territories, and another 10% to charities in the countries in which the drink is sold.

In addition to several different presentations of its cola, the company also sells a range of fruit-flavoured soft drinks under the Mecca-Cola name.

The company was the sponsor of – and Mecca-Cola the official drink of – the October 2003 Summit of the Organisation of the Islamic Conference (OIC), held in Malaysia.