This strategic partnership sets the stage for category leadership in the children’s flavoured water segment, bringing a wellness-aligned and creativity-driven concept to the region. Backed by more than 27 million cans sold globally, the brand enters MENA with proven demand and strong commercial foundations.
Oodles of Doodles, the children-led flavoured water brand disrupting the global beverage market, has officially launched in the MENA region through a multi-year licensing and distribution agreement with Aujan Group Holding. Aujan is a century-old FMCG leader and one of the Middle East’s most established beverage groups.
A Strategic Partnership for Regional Scale
The agreement provides Oodles of Doodles with end-to-end regional manufacturing, sales and distribution capabilities, enabling immediate market presence across the GCC and wider MENA region. With Aujan’s operational scale and deep retail integration, the brand is positioned to shape a new category within the children’s beverage market from launch.
“Partnering with Aujan represents a pivotal step in our global growth strategy. Their leadership in the beverage sector, combined with our unique brand proposition, sets the foundation for long-term success and regional relevance.”
Alisha Eason, Founder of Oodles of Doodles
A New Approach to Children’s Hydration
Oodles of Doodles enters the region as a category originator, offering low-sugar, fruit-flavoured water designed specifically for children. With real fruit juice and BPA-free packaging, the brand aligns with growing government and consumer demand across MENA for healthier beverage choices.
Each can features doodle-ready packaging, encouraging children to draw directly on the surface. This creative element combines hydration with self-expression, making the product particularly relevant for families that prioritise creativity, education and healthier lifestyles.
Backed by Infrastructure and Market Access
Supported by Aujan’s multi-market infrastructure, Oodles of Doodles will be available across retail and digital platforms, ensuring wide accessibility and rapid scale in key markets. The partnership brings together brand innovation and established distribution strength, creating a strong foundation for sustained regional growth.
Global Traction with Regional Commitment
Oodles of Doodles has already achieved strong international performance, with more than 27 million cans sold across Europe, the United States and South Africa. Its expansion into MENA reflects a long-term commitment to the region, supported by a UAE-based hub and a focus on localised execution.
The agreement with Aujan represents a significant commercial milestone, combining a distinctive brand concept with the logistics, reach and execution capability of one of the region’s most experienced beverage groups.
Product Range and Market Roll-Out
The brand will launch with still and sparkling formats in apple, mango, orange and pineapple flavours. Products will be distributed through modern trade, digital and convenience channels across the region, leveraging Aujan’s established retail relationships to ensure fast and comprehensive market access.
Why Oodles of Doodles Is Set for Regional Success
Oodles of Doodles launches with a first-to-market position in a new children-focused hydration category. The brand is health-focused, with no added sugar, real fruit juice and school-safe BPA-free packaging. Its creativity-led design encourages engagement and imagination, while Aujan’s multi-market distribution platform ensures retail readiness and scale. With more than 27 million units sold globally, the brand enters MENA with proven demand and strong commercial credibility.
Oodles of Doodles combines product innovation with solid execution, delivering a beverage that reflects evolving consumer values across the region. The collaboration with Aujan Group Holding marks a defining moment for the brand and a significant step towards reshaping children’s hydration in the MENA market.
