Chef Nouel Catis walked away from a Shark Tank Dubai deal — and came out stronger

Nouel Catis didn’t just make chocolate — he made noise. 

The Filipino chef behind the viral Dubai Chocolate bar recently stunned fans when he walked away from a deal on Shark Tank Dubai, where he initially asked for Dh2 million in exchange for 20% equity in his consulting biz. 

But what happened after the cameras stopped rolling?

As it turns out: a lot.

“I signed up looking for a strategy partner,” Catis told Rolling Stone Philippines. But things got sticky fast. 

'You should be the famous one'

One “shark”, Elie Khoury, bluntly told him, “Stop helping others get famous. You should be the famous one.” 

The pitch ended with Catis accepting a shocking deal — a controlling 51% stake for the sharks and a total halt to outside brand collaborations.

"The audience was divided, but the general sentiment leaned toward finding the 51% offer a bit extreme. And I get it," he told Gulf News.

"But at that moment, my decision to say “yes” was strategic. I wasn’t just looking for money — I was looking for mentorship, guidance, and a way to elevate the brand beyond what I could do alone.

Cue the collective gasp from fans. Online, the verdict was loud and clear: 51% felt "unfair."

But here's the kicker: Catis never actually went through with it. “We filmed a year ago,” he laughed. “They only aired it now. I didn’t agree to the 51% in the end.”

Why? Because the chef transformed. 

During the six-month waiting period required before reconnecting with the sharks, Catis flipped his whole business game. 

He focused on building his name. “We started getting collaboration offers,” he said. “I also became more visible. That was life-changing.”

Why take mentorship?

"Being self-sufficient and self-reliant is a strength until it starts holding you back," he said.

"In the early stages of my journey, I believed that learning through trial and error was the best way to grow. And to some extent, it is. Your mistakes do teach you. But when the business begins to scale and the pace picks up, you quickly realise that time becomes your most valuable currency."

Enter Sna’ap Chocolates — his own brand, handcrafted and headlined by his pistachio-knafeh bar. 

“My value in the market had changed,” he explained. “When I met them again, I stuck to 20 percent. They said no. I said — if I still accept it, I’m not giving myself what I’m worth.”

Catis wasn't about to be a minor player in his own kitchen. “If I feel like a minority in my own company, I will not be as invested — because anytime, they might kick me out.”

So why say yes to 51% on air? 

“I wasn’t just looking for money,” he admitted. “I was looking for mentorship, guidance, and a way to elevate the brand beyond what I could do alone.”

And mentorship was critical — then. 

“Being self-sufficient is a strength until it holds you back,” he reflected. “When the business scales up, time becomes your most valuable currency. Mentorship was a shortcut — a fast track to growth.”

Today, he still values mentors. But now? He’s choosier. 

“I don’t just want guidance. I want meaningful collaboration. I know my business better. I know its worth.”

Explosive growth

And the growth? Explosive. Even before the episode aired, momentum was building. 

One line from the sharks stuck with him: “Be the brand.” He took it seriously. 

“Since then, I’ve launched two brands. I’m speaking at events, collaborating, telling my story — and people are responding. This is just the beginning.”

So what drives him?

“When a new idea is born — an artist always dreams of the next masterpiece. That’s the fuel that feeds my life.”

And in case you're wondering how he sees all this now?

“Shark Tank was a dream platform. Deal or no deal, the exposure was massive. But my biggest realisation?” he told Gulf News.

“Your business grows faster than you think — and so does your sense of value. That’s power. And the real win,” he said, “was being able to finally say no.”

Now, he’s a chef on a mission — proudly Filipino, boldly global, and unmistakably ready for the next course.