From Craving to Viral Sensation: The Story of Fix Dessert Chocolatier
Sometimes, the best business ideas stem from a personal need. For British-Egyptian entrepreneur Sarah Hamouda, a pregnancy craving in Dubai turned into Fix Dessert Chocolatier, a multi-million dollar brand whose unique, overstuffed chocolate bars became a global social media phenomenon practically overnight.
The Craving That Started It All
Back in 2021, while pregnant with her second daughter, Sarah found herself unsatisfied with the standard chocolate offerings available. Craving something unique, indulgent, and fulfilling that she couldn't find on the shelves, she decided, along with her husband Yezen Alani, to simply create it herself. They set out to make chocolate bars that offered more than just sweetness – they wanted different textures and flavours combined in one satisfying experience.
Blending Cultures: Middle East Meets Chocolate
Fix Dessert Chocolatier's magic lies in its fusion of influences. Using rich European chocolate as a base, Sarah and Yezen infused it with bold, nostalgic Middle Eastern flavours and textures. Their goal, as Sarah mentioned in interviews, was to create bars where each flavour evokes "something special from your past or even present." This led to iconic creations featuring ingredients like knafeh, pistachio, tahini, cardamom, and Arabic coffee, combined with elements like pretzels or Biscoff for textural contrast. The bars are known for being "messy" and "overstuffed," offering a rich, multi-layered bite, often finished with vibrant, paint-splatter designs.
The Viral TikTok Moment
While the business started in 2021, the real explosion happened in February 2023. A TikTok influencer posted an ASMR-style video featuring Fix's “Can't Get Knafeh of It” bar (crispy kataifi, pistachio, tahini paste in milk chocolate). The video went massively viral, garnering tens of millions of views and sparking a global frenzy. Suddenly, everyone wanted to try the unique Dubai chocolate bar, leading to copycat recipes and a scramble for the real thing online.
Navigating Hype and Copycats
The viral fame brought immense demand that far outstripped supply. Fix Dessert Chocolatier's products are primarily sold via limited drops on their online store or through Deliveroo within Dubai, often selling out in minutes. This scarcity, combined with the viral hype, led to numerous imitations popping up globally. However, Sarah Hamouda has expressed pride in inspiring creativity while remaining focused on maintaining the quality, authenticity, and unique experience of the original Fix bars, which continue to command premium prices even when imported by resellers abroad.
About Sarah Hamouda & Fix Dessert Chocolatier
Sarah Hamouda is a British-Egyptian entrepreneur based in Dubai. In 2021, inspired by a pregnancy craving, she co-founded Fix Dessert Chocolatier with her husband, Yezen Alani. The brand is known globally for its innovative, visually striking, "overstuffed" chocolate bars that blend high-quality chocolate with unique textures and nostalgic Middle Eastern flavours like knafeh and pistachio. Fix gained viral fame primarily through TikTok in 2023.
Looking Ahead
While navigating rapid growth and managing demand, Fix Dessert Chocolatier is exploring future possibilities. Sarah Hamouda has mentioned looking into international expansion to bring their unique creations to a broader audience. They are also constantly experimenting with new flavour combinations and are exploring options for vegan and allergy-friendly bars to cater to more dietary needs, all while aiming to maintain the quality and brand identity that sparked the initial craze.
Sources: Curly Tales