About Us

Mission:

At Kiddo Arabia, we strive to bring smiles to children and peace of mind to parents by offering nutritious, delicious, and innovative cereal products. We are dedicated to fostering healthy habits and joyful mealtimes for families across the region.

Vision:

To become the leading kids’ cereal brand in the Middle East, inspiring healthier, happier generations with every bowl.

About S2C:

The story of Supplier to Consumer traces its roots to the entrepreneurial talent of Waleed F. Afify, a seasoned leader with extensive experience in the Middle East, Africa, Levant, and international business, particularly in the fast-moving consumer goods (FMCG) industry. In 2013, Waleed founded his family business with the aim of serving consumers with healthy and tasty consumer brands. Over the years, the company has continued to innovate and develop new products, always with the goal of creating delightful and satisfying moments for customers through their natural flavors. In short, the company is committed to providing both health and taste in their offerings, and they are always striving to push the boundaries of what's possible in terms of product quality and consumer experience.