In 2021, British-Egyptian entrepreneur Sarah Hamouda transformed a personal pregnancy craving into a global confectionery sensation. Her venture, FIX Dessert Chocolatier, introduced the world to the now-famous “Dubai Chocolate,” captivating taste buds and social media feeds alike. The success of the brand even caught the attention of Dubai’s Crown Prince, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, who has reportedly expressed interest in collaborating with the company.
The Genesis of FIX Dessert Chocolatier
During her pregnancy, Sarah experienced an intense yearning for a unique sweet treat that she could not find in stores. This led her to experiment in her Dubai kitchen, blending traditional Middle Eastern flavors with classic chocolate-making techniques. The result was an overstuffed chocolate bar filled with gooey knafeh—a beloved Middle Eastern dessert—and rich pistachio cream, encased in premium chocolate. This innovative creation was the inception of FIX Dessert Chocolatier.
From Local Delight to Viral Sensation
Initially, Sarah’s decadent chocolate bars were shared among friends and family. However, the unique fusion of textures and flavors quickly gained popularity beyond her immediate circle. The turning point came when influencers on platforms like TikTok and Instagram showcased the indulgent treats, leading to viral sensations. One notable instance was when TikTok influencer Maria Vehera posted an ASMR video featuring the chocolate bar, which garnered over 100 million views. This exposure catapulted FIX Dessert Chocolatier into the global spotlight, with demand soaring both locally and internationally.
The Allure of Dubai Chocolate
The appeal of Dubai Chocolate lies in its luxurious combination of flavors and textures. The signature “Can’t Get Knafeh” bar features layers of crispy knafeh pastry and creamy pistachio filling, enveloped in high-quality chocolate. This harmonious blend offers a sensory experience that resonates with both traditional dessert lovers and modern confectionery enthusiasts. The meticulous craftsmanship and use of premium ingredients have positioned these chocolates as a symbol of indulgence and innovation.
Navigating Challenges and Facing Imitations
The unprecedented demand for FIX Dessert Chocolatier’s products presented both opportunities and challenges. The chocolates, priced at approximately $30 per bar, would sell out within minutes of release on delivery platforms like Deliveroo. This scarcity led to the emergence of counterfeit products and unauthorized resellers attempting to capitalize on the brand’s success.
The issue has now grown beyond Dubai, as dessert makers worldwide have begun replicating the concept, marketing it as their own. Imitations of the knafeh-filled chocolate bar are being sold in cities like London, Sydney, and New York, sometimes at lower prices and with inferior ingredients. While imitation is often seen as a sign of success, Sarah Hamouda and her team are working to protect their brand and maintain its authenticity.
A Family Endeavor
Sarah’s husband, Yezen Alani, played a pivotal role in the company’s growth. Together, they navigated the complexities of scaling the business while maintaining the quality and exclusivity that defined their brand. Their combined efforts have solidified FIX Dessert Chocolatier’s reputation in the competitive confectionery market.
Future Aspirations and Royal Recognition
Looking ahead, Sarah Hamouda envisions expanding FIX Dessert Chocolatier’s reach to international markets, including Australia. The goal is to share the unique flavors of Dubai Chocolate with a broader audience while preserving the artisanal quality that has become the brand’s hallmark. Plans include establishing authorized distribution channels and exploring collaborations to introduce new product lines that continue to blend traditional Middle Eastern desserts with contemporary confectionery techniques.
One of the most significant milestones for FIX Dessert Chocolatier came when Dubai’s Crown Prince, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, expressed interest in the brand. While details of the potential collaboration remain undisclosed, this endorsement solidifies Dubai Chocolate’s position as a national and global phenomenon. A partnership with the Dubai government could open doors for international expansion and further cement the brand’s authenticity amid the growing wave of imitators.
Conclusion
Sarah Hamouda’s journey from satisfying a personal craving to establishing a globally recognized chocolate brand exemplifies entrepreneurial spirit and culinary innovation. FIX Dessert Chocolatier’s success story underscores the power of blending cultural traditions with modern creativity, resulting in a product that resonates across diverse markets.
However, as Dubai Chocolate continues to enchant chocolate lovers worldwide, the challenge of copycat versions remains. Sarah and her team are focused on maintaining the brand’s reputation for quality and exclusivity, ensuring that the original FIX Dessert Chocolatier experience remains unparalleled.
With royal recognition, global demand, and a dedicated team behind it, Dubai Chocolate is set to remain a dominant force in the confectionery world.
Featured image credit: DepositPhotos.com
