The "U.man Cola" has arrived. Starting from today in more than 800 Franprix supermarkets in France you can buy the first humanitarian drink that faces Coca Cola and Pepsi american giants in what could be understood as an ideological more than a commercial challenge.
Priced at € 1.30 a bottle of one and a half liter, the new human cola will be also available in the sugar-free version, distinguishing itself from the classic US drink not only thanks to its taste, sweeter and lemon flavoured, but especially for its charitable character: the 50% of what will be gained will be donated to two specific organizations - "Action contre la faim" and "A chacun son Everest '- who support children affected with cancer by offering them a nice walk in the mountains.
"In one year we hope to earn 100 thousand euro" said Dominique Lebrun, inventor of U.man Cola. Already specialized in producing cider in Normandy, the young entrepreneur began to think of this humanitarian cola back in 2005, developing the project for which he never received any pay.
This humanitarian initiative is however not the first in its field. Since early 2000, several alter ego of cola drinks arose to defend local identity, contributing to challenge the hegemony of the American giants Coke and Pepsi in their function of political and militant means.
As pointed out by Gilles Fumey, professor of geography of food cultures and researcher at the University of Paris IV, «We are what we eat and what we drink», that’s why alternative cultures are often offered in opposition to international models within a process of awareness towards tradition and sustainable food.