Soft… or al dente? Al Maleka has long owned the equity of the soft bite. With the launch of Moulouki, our al dente variant, the strategy was not to replace that love, but to broaden it. The campaign framed texture as a reflection of personality and mood — easygoing or bold, classic or spirited. By celebrating contrast rather than conflict, we protected the brand’s soft heritage while confidently introducing a firmer alternative.