Tawfik Mathlouthi is the French entrepreneur behind Mecca Cola, a new soft drink designed to cash in on anti-American sentiment around the world.
He hopes to make Mecca Cola the soft drink of choice for Muslims everywhere and thus push out that icon of American capitalism Coca-Cola.
It is all about combating “America’s imperialism and Zionism by providing a substitute for American goods and increasing the blockade of countries boycotting American goods,” Mr Mathlouthi told BBC News Online.
It is not the first time Coca-Cola has been the target of a “buy Muslim” challenge. Zamzam Cola, an Iranian drink named after a holy spring in Mecca, has won an enthusiastic reception in Saudi Arabia and Bahrain.