Good food.Shared every day.

We bring everyday foods and drinks from Nouna, Kiddo and 4U to families and communities across our markets.

Kiddo Choco Flakes, fruit nectar and jam toast on a breakfast table

Explore our brands Retail & distribution

Three brands.
More to enjoy.

Nouna

Visit Kiddo ↗

Explore our brands

Different brands. Plenty to discover. Choose a name to explore its world.

Cereals, oat jars & oat biscuits

A colorful world of cereals, oat jars and oat biscuits. Discover the range, meet the breakfast crew and find something to make together.

Visit Kiddo About Kiddo at S2C

Kiddo Cereals, oat jars & oat biscuits Nouna Jams, fruit nectars & tomato paste 4U Fruit nectars for everyday moments

Discover Kiddo

From the breakfast shelf to recipes and play. Discover the complete Kiddo experience on its own website.

Visit Kiddo

Products Recipes Play

A family story

Waleed F. Afify
Founder

Supplier to Consumer began in 2013 as a family business founded by Waleed F. Afify.

Drawing on experience in multinational FMCG companies, the founder set out to build food and drink brands for consumers in the Middle East and Africa. Today, the S2C portfolio brings together Nouna, Kiddo and 4U.

Get in touch

Let’s work together

Looking to stock a brand or explore distribution? Tell us which products and market you have in mind.

Prepare your inquiry

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Kiddo partnerships

A few useful answers

What is S2C?

S2C stands for Supplier to Consumer. Its food and drink portfolio includes Nouna, Kiddo and 4U.

What does each brand offer?

Nouna offers jams, fruit nectars and tomato paste. Kiddo offers cereals, oat jars and oat biscuits. 4U offers fruit nectars.

Where can I explore Kiddo?

Visit kiddo-kid.com to explore Kiddo products, characters, recipes, games and retail or distribution information.

How do I discuss distribution?

Prepare an inquiry with your company name, target market, brand of interest and the products you would like to discuss. For Kiddo, you can also use its dedicated partner page.

Where are ingredients and allergens listed?

Check the current product packaging for ingredients, allergens and nutrition information. Details vary by product and market.