Dubai’s viral chocolate brand FIX drops new tropical flavour at Mall of the Emirates pop-up

Dubai: If you thought Dubai’s pistachio-stuffed chunky bar era was over, think again. FIX Dessert Chocolatier — the homegrown brand behind those gooey, crunchy, viral slabs of chocolate — has just dropped a brand-new flavour at its Mall of the Emirates pop-up this morning. And yes, it’s already causing a stir. 'Time To Mango' is the new white chocolate bar and tastes of mango, passion fruit and popping candy.

While the brand is notoriously tight-lipped about flavour details until go-time, this latest launch is even is even more outrageous than their karak, knafeh, and Biscoff concoctions. Early tasters at the pop-up were seen wide-eyed, phone cameras on, taking that all-important first bite — the kind that made FIX a TikTok phenomenon earlier this year.

Founded by British Egyptian entrepreneur Sarah Hamouda, FIX has built a cult following for its 200g bars layered with fillings like custard, brownies, and Middle Eastern desserts — all enrobed in glossy chocolate and painted by hand. The brand went from side hustle to social media juggernaut when influencer Maria Vehera’s ASMR bite hit 56 million views.

Today’s flavour launch is the latest in a string of buzz-worthy drops by FIX, but this one feels different — bigger, bolder, and far more elusive. “When we are developing a new recipe, we think of each bar as having its own unique sensory experience,” Hamouda told ahead of the drop. “The best thing about 'Time To Mango' is that each moment is different - it's a feeling of indulgence and nostalgia.”

And her fans are buying into it. Crowds formed early around the sleek pop-up counter to try the new tropical twist.

With FIX set to expand beyond Dubai soon, Hamouda and husband Yezed Alani’s chocolate empire shows no signs of slowing down. But for now, the spotlight belongs to the new mystery flavour — and if TikTok has taught us anything, it’ll be trending before sundown.