Oodles of Doodles, the children-led flavoured water brand disrupting the global beverage space, has officially launched in the MENA region. The move comes through a multi-year licensing and distribution agreement with Aujan Group Holding, a century-old FMCG leader and one of the Middle East’s most established names in beverages.
The partnership provides Oodles of Doodles with end-to-end regional manufacturing, sales, and distribution capabilities, ensuring an immediate and meaningful presence across the GCC and beyond. Backed by Aujan’s operational scale and deep retail integration, the brand is positioned to define a new segment in the kids’ beverage category from day one.
“Partnering with Aujan represents a pivotal step in our global growth strategy,” said Alisha Eason, Founder of Oodles of Doodles. “Their leadership in the beverage sector, combined with our unique brand proposition, sets the foundation for long-term success and regional relevance.”
Oodles of Doodles enters the MENA market as a category originator: low-sugar, fruit-flavoured water tailored specifically for children. With BPA-free packaging and real fruit juice, the brand taps directly into the region’s government and consumer push for healthier beverage choices.
Each can is designed with doodle-ready packaging, inviting children to draw directly on the surface, a product that merges hydration with self-expression. This creative functionality makes the brand a strong cultural fit for MENA families who value education, creativity, and healthier lifestyle choices for their children.
Backed by Aujan’s multi-market infrastructure, Oodles of Doodles will be available on retail and digital platforms, ensuring broad accessibility and rapid scale across key markets.
Global traction, with regional commitment
Oodles of Doodles has already demonstrated strong international performance, with over 27 million cans sold across early markets in Europe, the U.S. and South Africa. The brand’s entrance into MENA reflects a commitment to building long-term, scalable infrastructure in the region, supported by a regional hub in the UAE and a strategic focus on localised execution.
The Aujan agreement represents a significant commercial achievement, a rare licensing partnership in the FMCG sector that combines brand innovation with the logistical strength and market reach of one of the Middle East’s most established beverage groups.
Launching with still and sparkling formats in apple, mango, orange and pineapple flavours, Oodles of Doodles will be available via key modern trade, digital, and convenience channels across the region. Aujan’s established retail relationships and proven execution model will enable fast and comprehensive access to MENA consumers.
Why Oodles of Doodles is set for regional success:
- <a href="https://menainsights.com/uae-students-set-to-design-and-program-autonomous-robots-at-first-lego-league-hosted-by-atlab/”>First-to-market position – launching a new hydration category focused on children
- Health-focused – no added sugar, real fruit juice, BPA-free, and school-safe
- Creativity-driven – packaging that encourages engagement, imagination, and personalisation
- Retail-ready – backed by Aujan’s multi-market distribution infrastructure
- Proven demand – 27M+ units sold globally across diverse geographies
Oodles of Doodles combines product innovation with strong commercial fundamentals, delivering a beverage that aligns with evolving consumer values in the region. The collaboration with Aujan Group Holding marks a defining moment for the brand and a bold step forward in reshaping kids’ hydration in the MENA region.
For more info, visit www.oodlesofdoodlesdrinks.com or follow @oodlesofdoodlesdr.inks