Fix founders on creating the Dubai chocolate phenomenon: 'The world named it'

Husband-and-wife duo behind Fix Dessert Chocolatier describe rise of "Dubai chocolate" and next steps

Fix Dessert Chocolatier, founded by Sarah Hamouda and Yezen Alani, created a global confectionery phenomenon after its Can’t Get Knafeh Of It bar went viral in early 2024. Launched online in 2021 and grown from a home kitchen to retail concessions at Dubai International Airport, Singapore’s Changi Airport and Harrods in London, the brand now sells a collection of 10 dessert bars and has hosted multiple pop-ups across the UAE.

“It’s extremely flattering. We’re still pinching ourselves,” said co‑founder Yezen Alani, reflecting on the brand’s sudden global recognition. “For us to be able to create a category in itself is incredible. To inspire others to do their own take on the Dubai chocolate – which actually we didn't name, the world did – is amazing.”

The signature Can’t Get Knafeh Of It bar blends pistachio, knafeh and tahini paste encased in milk chocolate, a combination the founders credit with offering both novelty and nostalgia. “It's pistachio and knafeh and tahini. For some people, it was something new, but for people who knew the taste, it was something nostalgic,” Hamouda said. The couple moved to Dubai from London in 2015 after marrying the previous year; the business idea began after the birth of their second daughter and grew organically with community support.

• Origins and growth: Started in a small kitchen at home, launched online in 2021, viral breakout in early 2024.
• Retail expansion: Two stores in Dubai International Airport, one concession at Harrods in London, presence at Singapore Changi Airport, and several UAE pop-ups.
• Product range: A core collection of 10 dessert bars, plus seasonal and limited‑edition items such as a walnut "Chocuterie" board released for World Chocolate Day.
• Community engagement: Hosted an event at Kite Beach that drew 6,500 people.

The brand’s reach has prompted numerous imitators and cross‑category spin‑offs. Hamouda laughed at some of the unexpected departures from food products: “I think I saw a washing detergent.” Alani added other offshoots he’d noticed: “And candles and deodorant.” Even household brands have mined the trend — a limited‑edition Comfort Cocoa Pistachio Blossom fabric softener was among the non‑edible items adopting the flavour profile.

Despite the imitation, the founders interpret the phenomenon as validation rather than threat. “It started in a small kitchen at home, and it evolved with the community that built us. Now it's a whole new category around the world,” Hamouda said. They emphasise consistency over chasing platform trends — neither Hamouda nor Alani maintain a TikTok account — and stress maintaining quality amid regional and global challenges.

On supply resilience, Alani noted the company’s approach: “We always diversify our supply chain, and put forward plans regardless of any situation, whether it's rain or whatever it is.” He added that Fix continued community‑focused initiatives even during difficult periods in the region.

Looking ahead, Fix plans to broaden its seasonal and limited‑edition offerings while keeping core processes stable. Short‑term releases include the walnut Chocuterie board for World Chocolate Day, and the founders say more flavour developments are in the pipeline as they balance product innovation with protecting the brand that helped put "Dubai chocolate" on global shelves.