The Muslim fasting month of Ramadan is about to begin, and as the number of Muslims in Sweden has now grown so large, it has become commercially viable to target special advertising at the group as well as to produce specific products. Recently, a new such product hit the market – eidmust – and it is said to have become a success.
In Skåne, the drink is only available at Babylon Grill in Malmö and Babylon Kitchen in Lund. Because the colors on the bottle resemble the restaurants’ profile colors, many believe that they are behind eidmust, but this is not the case.
The initiative comes from 35-year-old Reza Sonbolro, who came to Sweden as a teenager and tried julmust, which he didn’t particularly like. He then began to wonder why there wasn’t a corresponding drink for other holidays, such as the Muslim Eid.
SEE ALSO: Muslim Eidmust now available in Swedish stores
According to Sydsvenskan, the drink has become a viral success on social media, especially on TikTok, and according to the Skåne influencer Alan Mahmud, it has received mostly positive reactions.
“Many appreciate that the tradition of must is now available for Ramadan as well, and several customers describe the taste, with hints of pomegranate, as fresher than classic julmust,” he tells the newspaper.
Skepticism
There has, however, been some criticism, both from Swedes and Muslims. Some believe the product shouldn’t exist at all, and among Muslims, some say traditions shouldn’t be mixed.
At his restaurants, demand is said to be high and the first delivery is almost sold out, and interest reportedly isn’t only from Muslims.
“We have had older, non-Muslim Swedes who got curious and tried it. They came back and said they thought the drink was tasty and different. It’s fun to see that it’s a drink for everyone.”
Ramadan Calendar
Previously, Ikea has perhaps been the company most devoted to giving Ramadan space, but now Lidl is also making the effort – in this week’s flyer, they’re advertising a Ramadan calendar:
