Dubai's irresistible chocolate revolution

It all began with a craving — a pregnant woman’s yearning for something nostalgic yet indulgent. Little did Sarah Hamouda know that her late-night kitchen experiments would soon become Dubai’s sweetest obsession.

The vibrant British-Egyptian entrepreneur behind Fix Dessert Chocolatier vividly recalls the origins of her chocolate empire. “It started as something personal,” says Sarah. “When I was pregnant, I couldn’t find any dessert that truly satisfied me, so I began experimenting at home. Initially, it was just for myself, but when others tasted my creations and experienced genuine joy, I realised there was something special there. That’s when I knew FIX had the potential to be something much bigger.”

Since its launch in Dubai in 2021, FIX Dessert Chocolatier hasn’t merely entered Dubai’s competitive dessert scene — it has dominated it, becoming a household name across the UAE and beyond. The brand’s irresistibly chunky chocolate bars, affectionately known as The Dubai Viral Chocolate, have rapidly captured the imagination of dessert lovers everywhere, particularly taking social media by storm.

“Social media was everything,” Sarah admits. “FIX grew because people couldn’t stop talking about it — friends told friends, families brought boxes home, and customers eagerly shared their first bites online. Every share, every reaction, every viral video added to the momentum.”

Sarah reflects on the viral sensation with both gratitude and astonishment. “Did I anticipate this level of success? Absolutely not,” she reveals. “I knew we had something special, but witnessing it explode into popularity was surreal. I’d wake up to messages from people across the world, desperately trying to get their hands on a bar. It was at that moment I realised we weren’t just making chocolate — we were creating an experience.”

Crafting nostalgia

But what exactly sets FIX apart in the crowded dessert market? Sarah believes it’s the perfect blend of taste, presentation, and compelling storytelling. “Each bar is carefully crafted to evoke emotions,” she explains passionately. “Of course, the taste is at the heart — each bar is designed to make you feel something special. But the way it looks also played a huge role. Our chocolate isn’t just another bar; it’s chunky, bold, and visually hard to resist.”

Sarah highlights the powerful role storytelling plays in the brand’s success. “Our storytelling is deeply rooted in nostalgia and emotions,” she explains. “The names, the textures, and the overall experience tap into something familiar yet new. That’s why people connected with it so deeply — it felt familiar but offered something entirely unexpected.”

Creating FIX’s unique and indulgent flavours is an intricate and deeply personal process for Sarah. She details her creative approach: “It always starts with nostalgia. I think deeply about flavours and textures that bring back comfort, joy or excitement. From there, I explore ways to elevate these familiar sensations, turning something recognisable into something utterly extraordinary. Every bar has to strike the perfect balance of texture, crunch, and creaminess. Our team tests obsessively until we get it exactly right.”

But Sarah notes that the creative process doesn’t end there. Naming the bars is also crucial to FIX’s appeal. “Naming is just as important as creating,” she adds. “Each name has to feel playful, slightly cheeky, and instantly memorable. It has to evoke curiosity and excitement before the first bite.”

Sarah attributes much of FIX’s popularity to its emotional connection with customers. “Everything plays a part — the premium ingredients, meticulous craftsmanship, and unwavering quality standards,” she says. “But the most important factor is the emotional connection we build. Every FIX bar represents a moment, a memory, or a personal story. This emotional resonance is why people don’t just consume FIX — they share it, talk about it, and return repeatedly.”

Scaling success

FIX Dessert Chocolatier’s extraordinary success has not come without its fair share of challenges. Sarah openly shares the hurdles she faced while scaling her business rapidly. “Scaling was — and continues to be — our biggest challenge,” she admits. “FIX grew so suddenly that demand quickly outpaced supply, forcing us to navigate the complexities of increasing production without compromising on quality.”

She elaborates on the logistical struggles encountered along the way. “Maintaining our premium standard consistently at a larger scale was tricky,” Sarah reveals. “Every challenge forced us to grow smarter, become more creative, and remain committed to never settling for anything less than excellence.”

Despite these hurdles, Sarah remains grateful for the journey, particularly citing one moment as especially rewarding. “Collaborating with Shaikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Crown Prince of Dubai, has been surreal,” she says. Shaikh Hamdan recently unveiled FIX’s newest flavour, the exclusive Emirati Halwa, through his Instagram stories, catapulting FIX to even greater prominence.

“Meeting and collaborating with Shaikh Hamdan was incredibly humbling,” Sarah says. “It was a moment of immense pride — not only for FIX but for what the brand symbolises: home-grown creativity, craftsmanship, and the entrepreneurial spirit of Dubai. Receiving recognition from someone of his stature affirmed that FIX resonates far beyond what I had initially imagined.”

Looking ahead, Sarah outlines her strategy for maintaining FIX’s success beyond the initial viral buzz. “FIX wasn’t built on a trend — it was built on providing a lasting experience,” she stresses. “Our commitment remains to continually push boundaries with new flavours, collaborations, and experiences designed to surprise and delight. We don’t aim to follow market trends — we aim to create them.”

True to her word, Sarah promises exciting developments on the horizon. “We’re always experimenting,” she says. “We have several incredible new flavours and collaborations in development, and we’re also exploring potential expansions. Our customers should definitely stay tuned for what’s coming next.”

Sarah shares insightful advice for aspiring entrepreneurs aiming to launch unique, memorable products in the food industry. “Believe fiercely in what you’re creating,” she urges. “Surround yourself with a passionate team and a supportive community that shares your vision and helps propel you forward.”

She also points out the importance of authenticity and continuous learning. “Success isn’t just about creating a great product; it’s about building an emotional connection and crafting experiences that people genuinely relate to. Always stay true to your vision, yet remain flexible enough to learn and evolve. Most importantly, create something that resonates deeply with people beyond taste alone — make it an experience, a narrative, something they feel connected to.”