These days, ordering a Coke in the Israeli-occupied West Bank often leads to disapproving looks. In some cases, waiters mutter “shame, shame” in Arabic. Instead, they recommend Chat Cola, a local soft drink that closely resembles Coca-Cola.
Over the past year, Chat Cola has surged in popularity. As a result of growing anger over US support for Israel in the war against Hamas, many Palestinians now boycott American brands.
Boycott Fuels Demand
“No one wants to be caught drinking Coke,” said Mad Asaad, a worker at Croissant House, a bakery-cafe chain in Ramallah. Since the war began, the cafe has stopped selling Coca-Cola. “Everyone drinks Chat now. It’s sending a message.”
After Hamas’ October 7, 2023, attack, Israel launched a large-scale military operation in Gaza. Consequently, Palestinians intensified boycotts against brands seen as supporting Israel. Throughout the Middle East, sales dropped for companies like McDonald’s, KFC, and Starbucks.
Here in the West Bank, the boycott forced two KFC branches in Ramallah to shut down. However, the most visible impact has been the rise of Chat Cola. Many shopkeepers have either pushed Coca-Cola cans to the bottom shelves or removed them entirely.
Local Brand Steps Up
“When people started to boycott, they became aware that Chat existed,” said Fahed Arar, Chat Cola’s general manager. “I’m proud to have created a product that matches that of a global company.”
Since then, demand for Chat Cola has skyrocketed. The company reports that its West Bank sales increased by over 40% last year. Although exact market share numbers are unavailable due to wartime disruptions, store owners confirm Chat Cola is taking Coca-Cola’s place.
“Chat used to be a specialty product, but from what we’ve seen, it dominates the market,” said Abdulqader Azeez Hassan, a supermarket owner in Salfit. In fact, his store now features multiple fridges stocked with Chat Cola.
At the same time, the boycott affects Palestinians working at Coca-Cola’s West Bank franchise, the National Beverage Company. Its general manager, Imad Hindi, pointed out that all employees are Palestinian. However, he declined to discuss how the boycott has impacted business. Instead, he emphasized how economic struggles and increased Israeli security controls have already disrupted Palestinian companies.
Meanwhile, The Coca-Cola Company did not respond to requests for comment.
Political Awareness Grows
Undoubtedly, the boycott reflects a shift in political consciousness. According to Salah Hussein, head of the Ramallah Chamber of Commerce, “It’s the first time we’ve ever seen a boycott to this extent.” He also noted that institutions like Birzeit University canceled their Coca-Cola orders. “After Oct. 7, everything changed. And after Trump, everything will continue to change.”
Recently, former US President Donald Trump added to the outrage by calling for the mass expulsion of Palestinians from Gaza. Although he later softened his words, his statement further inflamed anti-American sentiment.
As a result, Chat Cola’s popularity has spread beyond the West Bank. Orders now pour in from Lebanon, Yemen, the U.S., and even Europe. PR manager Ahmad Hammad acknowledged that the company seized the moment. “We had to take advantage of the opportunity,” he said. In response, the company launched a new “Palestinian taste” logo and rebranded with national flag-colored packaging.
To keep up with growing demand, Chat Cola is now expanding. The company plans to open a second factory in Jordan. Additionally, it has introduced new flavors like blueberry, strawberry, and green apple.
Focus on Quality
At the Chat Cola factory in Salfit, workers prioritize quality. “Quality has been a problem with local Palestinian products before,” said Hanna al-Ahmad, head of quality control. “If it’s not good quality, the boycott won’t stick.”
To ensure success, Chat Cola collaborated with French chemists to develop its formula. Now, the taste is nearly identical to Coca-Cola’s. In fact, the packaging also looks similar. The same goes for Chat’s lemon-lime soda, which strongly resembles Sprite.
Legal Battles and Market Growth
However, Coca-Cola’s West Bank franchise took legal action. In 2020, it sued Chat Cola for copyright infringement, arguing that Chat copied multiple Coca-Cola designs. Yet, a Palestinian court ruled in Chat Cola’s favor. The court determined that the design differences were enough to avoid a copyright violation.
Meanwhile, Chat Cola is also gaining traction in Israel. Sales in Arab-majority cities like Tel Aviv and Haifa jumped by 25% last year. To appeal to Israeli consumers, the company even secured kosher certification after a rabbi inspected its facility.
Challenges Under Israeli Control
Despite its success, Chat Cola still faces obstacles. The company avoids buying from Israeli suppliers, instead sourcing materials from France, Italy, and Kuwait. Nevertheless, it operates under Israeli economic control. Israel imposes a 35% import tax on raw materials, with half of the revenue going to the Palestinian Authority.
Last fall, Israeli authorities blocked Chat Cola’s aluminum shipments from Jordan at the Allenby Bridge Crossing for nearly a month. As a result, the factory partially shut down, costing the company tens of thousands of dollars.
Ultimately, these delays also hurt Palestinian businesses. In Ramallah’s Croissant House, an almost empty fridge frustrated customers. In the end, one shopper walked to a nearby store to buy Coca-Cola instead.
“It’s very frustrating,” Asaad admitted. “We want to be self-sufficient. But we’re not.”