epsi may still be number one in the Middle East, but Coke is satisfied with the outcome of the battle so far. After having been pushed out of the market by the three-decade-old boycott of a range of American products in parts of the Middle East, Coke has been re-entering key markets in the region since the early 1990s. Within a decade, Coke has reclaimed a third of the entire market from Pepsi.