Aya Assaf

Aya Assaf is the co-founder of Koala Picks, a UAE-born healthy snack brand on a mission to make better food choices accessible, enjoyable, and convenient for children and families. Since cofounding the company with her husband, Aya has played a pivotal role in building the business from the ground up, leading product innovation, operations, quality, and brand development. Driven by a passion for healthy living and a belief that children deserve better snack options, Aya has helped transform Koala Picks from a simple idea inspired by her own parenting journey into one of the UAE's trusted healthy snack brands. She oversees the development of new products, manages day-to-day operations, and works closely with customers to ensure the brand continues to evolve in line with the needs of modern families.
Prior to launching Koala Picks, Aya built her career in the FMCG industry, where she led marketing teams for multinational brands and gained extensive experience in consumer insights, brand building, and business strategy. The combination of her corporate expertise and entrepreneurial mindset has enabled her to create products that successfully balance nutrition, taste, and commercial viability.
Aya's greatest strength lies in her creativity and relentless commitment to innovation. She is constantly exploring new ideas, products, and experiences that deepen customer engagement and strengthen the relationship families have with the Koala Picks brand.
Outside of work, Aya channels her creativity into crafting, often spending her free time designing costumes for her children, creating handmade decorations, and bringing imaginative ideas to life for family and friends. Her passion for creativity, whether in business or at home, continues to inspire everything she builds.