Palestinian activist Osama Qashoo has launched a new beverage called Gaza Cola in London's Holborn district, offering consumers an alternative to mainstream cola brands. The drink, created in November 2023, is being served at Hiba Express, a Palestinian and Lebanese restaurant, and features packaging decorated with Palestinian flag colors and traditional Arabic artwork.

Qashoo, who co-founded the International Solidarity Movement in 2001 and the Free Gaza Movement in 2007, developed the beverage as part of a broader boycott movement. "Number one was to boycott companies that support and fuel the Israeli army and support the genocide in Gaza," says Qashoo about his motivation to create the drink. According to consumer Nynke Brett, "It's not as fizzy as Coke. It's smoother, easier on the palate."

The initiative comes amid growing consumer activism in the Middle East and North Africa, where GlobalData analyst George Shaw reports that 53 percent of consumers are boycotting certain brands over recent conflicts. The cola, which Qashoo describes as having "a sweet and acidic taste similar to Coca-Cola," is being marketed as "the real taste of freedom" and aims to promote "trade not aid" for Palestine.