A prime example of this evolution is Rashed Al Mulla, founder and CEO of FRÍO Sparkling Water. At just 33, he represents a shift in business thinking in the UAE—one where health, sustainability, and social responsibility matter as much as innovation and success. His journey, much like his brand, is about refining the essentials—taking what works and making it better.

Born and raised in Dubai, Al Mulla grew up watching the city transform. “I remember when Sheikh Zayed Road had just a handful of buildings,” he recalls. “To see it evolve into a world-class metropolis—it taught me that anything is possible with vision and determination.” That sense of limitless ambition stayed with him, shaping his perspective as he pursued both athletics and entrepreneurship.

But ambition alone doesn’t build businesses. In fact, Al Mulla never planned on becoming an entrepreneur—at least, not at first. He was an athlete first, a competitor driven by routine and discipline. At the University of Southern California, he followed an intense training schedule, balancing his studies with his passion for fitness.

It was there, in a city obsessed with wellness culture, that he first noticed something: the way people approached hydration wasn’t just about quenching thirst—it was about making a conscious choice.

“I’m a ‘healthy body, healthy mind’ kind of guy,” Al Mulla explains. “Wellness is a way of life for me. Whether it’s staying active or making conscious dietary choices, I believe in balance and using products like FRÍO that align with a healthy lifestyle.”

Hydration was always a priority, but the available options often didn’t match his nutritional standards. “I follow a disciplined routine to ensure my physical and mental wellness,” he says. “It’s about consistency—staying hydrated, eating clean, and exercising regularly.” Yet in the UAE, most beverage shelves were lined with sugary sports drinks or heavily processed flavoured waters. The options were either artificially sweetened or loaded with plastic-heavy packaging—neither of which fit into the clean, balanced lifestyle he wanted.

That’s where FRÍO came in. “The reason I decided to start FRÍO Sparkling Water was because while training as an athlete, I was someone deeply conscious about what I was putting in my body. I noticed the lack of premium, healthy hydration options in the UAE, so FRÍO was my answer.”

But creating a beverage brand from scratch in a market dominated by global giants was no easy feat. Beyond formulation, there was the challenge of standing out in a crowded industry where brand trust and consumer loyalty are everything. The rise of health-conscious consumers has driven a global shift toward functional beverages— a market projected to be worth over $200 billion by 2030. Yet despite this trend, most carbonated drinks on the market still leaned toward high sugar content and cheap plastic packaging.

“Today’s generation is the most health-conscious in history,” Al Mulla notes. “People are more empowered by information, prioritizing health and mindful consumption.”

This is where FRÍO recognised its niche. “FRÍO is a great example of a traditional product—sparkling water—being considered through a contemporary lens. It transforms the classic concept with innovative flavours, sustainable packaging, and a commitment to wellness and community.”

Unlike traditional sodas, FRÍO is made with natural fruit extracts, no added sugars, and no artificial ingredients. But for Al Mulla, FRÍO’s mission extends beyond just offering a healthier beverage. “Setting up FRÍO was as much about giving back to the community as it is about innovation,” he says. “Beyond offering a healthier beverage, we’ve partnered with educational institutions to create programs that teach students about the importance of hydration and sustainable living.”

That sense of social responsibility is woven into every aspect of FRÍO. From minimizing its carbon footprint in production to reducing single-use plastics, the brand is committed to being part of a larger movement toward sustainability. “Our efforts to replace single-use plastics with recyclable cans are part of our commitment to leaving a lasting, positive impact on our communities and the planet.”

But even with a clear mission and a high-quality product, success in the beverage industry is never guaranteed. Building consumer trust takes time, and scaling a local business in a competitive sector requires resilience. “Leadership is a blend of inherent drive and learned adaptability,” Al Mulla reflects. “The key virtues that I attribute my success to are striving toward excellence, an obsession with customer satisfaction, discipline, and persistence. These virtues drive FRÍO’s growth and success, ensuring we stay committed to delivering the best for our customers, our community, and the planet.”

Much like Dubai itself, Al Mulla is a reflection of heritage and progress coexisting—his company, part of a broader shift in Emirati entrepreneurship, one that embraces innovation without losing sight of cultural values. “Culturally, the UAE is deep-rooted in a value set that includes innovation, ambition, and hospitality,” he says. “These have profoundly influenced my ethos, shaping how I think in a way that balances tradition with forward-thinking solutions.”

And it’s not just about FRÍO. Al Mulla sees this shift happening across the broader UAE entrepreneurial landscape. “Dubai’s visionary leadership and focus on innovation have been instrumental in its growth,” he says. “The entrepreneurial ecosystem fosters opportunities to create purpose-driven businesses that resonate globally.”

As FRÍO continues to grow, Al Mulla remains focused on impact over expansion. He believes that consumer expectations will only continue to evolve, and businesses will need to adapt. “People want to have more of a relationship with their brands now than ever before. Consumers expect brands to be transparent, relatable, and aligned with their values.”

His vision for FRÍO isn’t just about market success—it’s about leading a larger conversation around health, sustainability, and responsible business. For Al Mulla, that’s the real definition of success—not just selling a product, but shaping a movement.

“While challenging, the balance between tradition and innovation is a company like FRÍO’s strength,” he reflects. “Tradition gives us authenticity, while innovation keeps us relevant, allowing us to pioneer healthier hydration for a better future.”

And, much like the bubbles in his signature drink, Rashed Al Mulla’s journey is on its way up.