Sharjah viral milk brand: Residents queue up from 6am as bottles get sold out within hours
The Mleiha Organic Milk produced in Sharjah has made such waves that people who live there start to get in line from as early as 6 am for the milk, but by 10 am the people sell about 4000 liters of the day’s milk produced by them.
‘’Mleiha Organic Milk’’ was first marketed through a Cooperative Society in Sharjah in August. It has no synthetic ingredients and is sold in different volumes. A rapid return in their investment has caused the producers of this product to make deliveries on a daily basis. It has now gone into Dubai and will be on the shelves at Union Coop outlets.
People sought milk, such a popular product from Sharjah, even across the borders of the emirates. Alzain from Dubai had to visit Sharjah several times before she finally managed to buy a few bottles of Sharjah milk.
"The situation was indeed quite tough initially. I was always late and every time I went to any shop in Sharjah with a friend, it was out of stock. I had been told that one had to go right in the morning very early to buy it but I could not because of work and other family responsibilities. Last week I went to the supermarket and suddenly noticed some milk bottles on the shelf and purchased them empty. I spread them among my relatives," she has expressed.
"Milk from Mleiha is not only nutritious but mouth watering too. I have taken it with Karak tea as well as there are great combinations with this milk and cornflakes and honey. It is kind to the stomach and does not increase blood sugar levels, which is why it is essential for us," she went on.
Maryam Al Hamadi made the trip from Ras Al Khaimah to Sharjah to try the milk because of the publicity surrounding its benefits. “The milk was difficult to find as all of them sold out but eventually found it,” she recounted.
“I would say the price is slightly on the higher side but I think that is justified with the quality,” Al Hamadi said. It was ‘Mleiha’ milk and its region’s customers understand that Mleiha milk comes with a higher price tag because it has superior quality. For 1 liter of milk it costs 9.95 AED while other brands go for around 6 AED. A 2-liter plastic bottle goes for 17.95 AED and other brands for about 12 AED.
"I have Mleiha milk, which has a wonderful and mild flavor, and it feels different on the stomach than other types of milk. For me, the whole experience of going to the shop to get my share has become daily, and I feel good about our local industries,” concluded Mary Hammadi.
The enormous popularity of Mleiha Milk should be considered the base for the clogging and the fast out-of-stock situation that was faced out here in the beginning, but at the moment certain distribution times have been established to guarantee supplies at Sharjah Co-op for all customers,” noted Rayan Ahmed Al Jabri from Sharjah.
“The high quality principles which the product is made of have however earned my gratitude as the product is a local product.” Fatima Saeed Al Hamoudi from Khor Fakkan appreciating the roots of the product stated: “I owe my thanks to the ruler of Sharjah for bringing in fresh supplies of milk from our own farms. The milk was in demand so much that as soon as the shop opened, we had orders coming in. It is natural milk, there are no sugars or preservatives in it. It is a natural product.”
Recently, Sheikh Dr Sultan bin Muhammad Al Qasimi member of Supreme Council Ruler of Sharjah issued a directive for the herds of core herd at Mleiha Dairy Farm to be increased from 5000 to 8000.
During the launch event of Mleiha Milk in Dubai, hosted by Union Coop at its Mirdif branch, Dr Khalifa Al-Tunaji, Head of the Agriculture and Livestock Department, spoke to Khaleej Times: "We never expected this level of momentum and demand. Initially, we were conducting a risk assessment regarding the quantity of returns and alternative policies. However, what we observed in the market was a strong thirst for healthy organic products."
He added, "The benefits highlighted by the Ruler of Sharjah regarding this milk and its products resonated with people, leading to increased demand." Dr Khalifa A-lTunaji announced plans to diversify Mleiha dairy’s offerings, introducing yogurt, flavored infant milk, and long-life milk by the end of the year.
Additionally, Mleiha dairy aims to launch organic vegetables, fruits, and honey products, along with a new range of organic free-range poultry set to debut in June. The milk stands out for its high-quality composition, containing over 4 percent fat and 3.5 percent protein, as well as A2A2 protein, known for easy digestibility and minimal intestinal discomfort.
Mohammed Al-Hashimi, the boss of Union Coop, has emphasized that the cooperative will in future only support local products and hawk them within the boundaries of Dubai but such plans towards expansion. As awareness among the consumer base begins to build up, Mleiha milk meets not only the needs but also connects local manufacturers with communities.
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