Woman behind viral Dubai chocolate, Fix Dessert Chocolatier
A mother-of-two who created a chocolate bar when she was craving something sweet while pregnant had no idea it would go viral so fast.
Have you heard of the “viral Dubai chocolate”? If not, do yourself a favour and search it on TikTok – you will become instantly hooked (and weirdly) satisfied watching ASMR videos of people indulging in the thick, bricklike bars, filled with gooey goodness.
Sarah Hamouda, 39, who is a British Egyptian living in Dubai, is the woman behind viral sensation, the Fix Dessert Chocolatier.
She created it as a side-hustle in 2021 while pregnant with her second daughter to help satisfy her cravings – but little did she know she’d have to quit her day job to focus on the brand after its massive success.
“The game-changer was definitely that viral ASMR TikTok video by Maria Vehera,” Sarah told news.com.au from Dubai, referring to the popular food influencer.
“She posted herself eating one of our bars, and it absolutely exploded, with over 100 million views.
“That moment really made us realise how much momentum the brand had gained.”
Sarah said people from all over the world started filming their own reactions, and it just snowballed from there.
“That’s when we truly thought, ‘Wow, this is happening!’”
One of the very first bars she developed is Can’t Get Knafeh of It, filled with crispy knafeh (traditional Arabic dessert) mixed with pistachio and tahini paste and encased in milk chocolate.
“The flavours were inspired by nostalgic memories from my Middle Eastern roots and childhood in the UK,” Sarah said of the six bars.
“Knafeh reminds me of my mother making it, while Cerously Chewsy (bar) reflects my love for chocolate cake as a kid.”
She said it all began in her kitchen, with a focus on creating something unique and meaningful.
“We didn’t have a big marketing budget, so we concentrated on connecting with people at local events and growing organically,” she explained.
“At the time, I was a working mum of two, juggling a lot with limited resources to invest in Fix. So, it started with support from friends and family, attending small events, and building awareness for the brand step by step.”
She said during that time she worked with many chefs to help develop her idea, which took one year to bring to life - officially launching in 2022.
“From there, we’ve worked hard to improve everything – from our flavours to our production processes – and while we’ve grown into a full team, we’re still very hands-on with every step,” Sarah added.
TikTok is now inundated with posts of locals and tourists who visit Dubai indulging in the chunky treats.
“It’s surreal,” she said about its viral success. “Whenever I see videos or articles featuring us, I still get butterflies.
“Watching the brand grow and seeing people from all over the world enjoying our chocolate is both humbling and exciting.”
How do you get a Fix bar
Unfortunately, the only way to get your hands on a bar is if you’re in Dubai. But stress not, because Sarah plans to expand internationally, including to Australia.
“We’ve got big dreams,” she said.
“We just launched in Abu Dhabi, and from there, we’re looking at expanding regionally and internationally. Australia is definitely on the radar, and we’re excited to take Fix beyond the UAE.”
As for now, other than Abu Dhabi, it’s only available at 2pm and 5pm daily on the Deliveroo app in Dubai. And you’d better be quick because they sell out very fast.
“We’re working on ramping up production to meet this demand, but right now, it’s all about making sure our ’fixers' get their hands on the bars as quickly as possible. We’re selling many bars a week, and the response has been overwhelming,” Sarah said.
Before the partnership with Deliveroo, customers had to wait two to three days for their Fix treat.
“Now, we can offer on-demand delivery at specific times, which makes it so much easier for people to get our bars,” she explained. “It’s been a huge help in scaling up without compromising on quality.”
Customers are limited to six bars per order, but Sarah said they’re working on ramping up production.
How it tastes
I was recently in Dubai and after seeing all the TikToks of the chocolate bars dominating my feed, I had to get my hands on one.
At $29 a bar I had my reservations – not only was it a lot to spend on a single chocolate, but I also questioned if it was going to be worth the hype because more often than not, anything viral is a disappointment.
I managed to get my hands on the OG — Can’t Get Knafeh of It — and boy, was I quickly proved wrong.
It was super satisfying and everything you’d expect — packed full of flavour. It was, however, a mission to get. It sold out at 2pm but luckily 5pm was the winner. Sarah isn’t joking when she says it “sells out in minutes”. I justified the price by forgoing $5 coffees over the next six days to make up for it. And also, I’m a huge sucker for chocolate so there was no leaving Dubai without giving it a go. No regrets, absolutely worth it. I’m just sad I only bought one bar.
More Coverage
If you get the chance while you’re over there, be sure to try Midnight Edition. It’s one of Sarah’s favourites and features 72 per cent dark chocolate.
“It was inspired by customer feedback, and the response has been amazing. People have been really vocal about their love for it, and that kind of connection with our community makes it extra special,” she said.
“But honestly, every flavour has its own charm, and it’s hard to choose just one.”
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