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]
Marketing Strategy
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]
↑"Matrix Carbonated Drink". Defaf Al-Nahrayn Company for Food Industries and Beverages. Retrieved 2026-01-12.
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