Matrix Carbonated Drink

Matrix Carbonated Drink is a carbonated soft drink produced in Jordan by Defaf Al-Nahrayn Company, a Jordanian beverage and snacks company established in 2008. Matrix was introduced to the Jordanian market as part of the company's efforts to provide a domestic alternative to western cola brands.

The Defaf AL-Nahrayn Company (DNC) was established in 2008 in Jordan as a beverage and snack company.^[1] Following the outbreak of the Gaza genocide in 2023, consumer boycott campaigns associated with the Boycott, Divestment, and Sanctions (BDS) movement gained increased visibility in Jordan.^[2] During this period, locally produced food and beverage brands, including domestic soft drink alternatives, received greater attention from consumers seeking substitutes for international products.^[3]

According to a study conducted by the Centre for Strategic Studies at the University of Jordan, 93-95% of Jordanians reported adhering to boycotts of Israeli, American, and other products linked to countries perceived as supporting Israel during the Gaza genocide.^[4] The study found that most respondents had shifted toward locally produced alternatives, while 72% believed the boycotts did not negatively affect the Jordanian national economy.^[5]

Matrix's marketing strategy in Jordan focused on entering the market during a period of increased consumer demand for local alternatives to western soft drink brands such as Pepsi and Coca-Cola.^[6] The company positioned its product as a locally produced cola that offered comparable quality at a competitive price, which contributed to its spread in the Jordanian market. Matrix prioritised wide distribution by ensuring its availability in major supermarket chains such as Carrefour and C-Town in Jordanian cities, as well as in smaller neighbourhood stores. This approach allowed the brand to reach a broad range of consumers across different regions, including rural areas, and helped strengthen its presence throughout the market.^[7]

The Matrix carbonated drink range includes several flavours such as regular Matrix Cola, Matrix Zero Cola, Matrix Fruit, Matrix Orange, Matrix Lemon, Matrix Up, and Matrix Zero Up.^[8]