Oodles of Doodles and Aujan Group ink multi-year deal to launch in MENA

Oodles of Doodles will be available on retail and digital platforms

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. Their leadership in the beverage sector, combined with our unique brand proposition, sets the foundation for long-term success and regional relevance,” asserted Alisha Eason, Founder, Oodles of Doodles.

Multi-market infrastructure

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.

Oodles of Doodles’ 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.

Oodles of Doodles’ 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.