Senior officials from Cola Next, a Pakistani beverage brand, have gone missing from Lahore, shortly after the kidnapping of owner Zulfiqar Ahmed.

The disappearance of Ahmed led to a judicial order for a thorough investigation, which now includes the missing of two more senior figures: Hassan Nawaz, Deputy Manager of Finance, and Daniyal Khan, the General Manager.

Nawaz was reportedly seized in Lahore, while Khan was taken by armed men in white double-cabin trucks in Kasur.

Cola Next’s lawyer has confirmed that these two senior employees were kidnapped. This incident comes as the company gains traction in South Asia, amidst a broader boycott of Western products in solidarity with Gaza against Israel.

The owner of Cola Next, who also runs Paracha Textile Mills and Mezan Group, kidnapping occurred when armed assailants intercepted his vehicle. Initially, the police were reluctant to file a complaint, but the Sindh High Court stepped in to mandate action.

Investigation teams are now on the case, and a petition will be presented to the Lahore High Court to secure the release of the abducted employees.

News of Ahmed’s abduction quickly spread across social media, with many urging authorities to act swiftly for his release. Asad Raza, the Deputy Inspector General (DIG) of Karachi’s southern district, where the kidnapping took place, refuted claims of police inaction in the matter.