Sarah Hamouda’s extra-thick chocolate bars infused with Middle Eastern flavors have caused a frenzy in Dubai and beyond since FIX Dessert Chocolatier launched in 2021. The British-Egyptian entrepreneur transformed the chocolate scene by blending European chocolate techniques with bold Middle Eastern taste profiles like pistachio and knafeh. A viral TikTok video featuring the brand’s signature “Can’t Get Knafeh of It” bar catapulted FIX to international fame in 2023, creating unprecedented demand. Hamouda’s creative vision is captured in her philosophy: “Why settle for less when you can have the perfect combination of rich, creamy chocolate and flavors that tell a story?”
The Viral Chocolate Phenomenon That Broke the Internet
In the crowded world of luxury food items, few products manage to achieve genuine viral status, but FIX Dessert Chocolatier did exactly that. The pivotal moment came in 2023 when a TikTok video showcasing the brand’s uniquely thick chocolate bars with Middle Eastern flavors caught fire online. Within days, the video amassed tens of millions of views, transforming an artisanal Dubai chocolate brand into a global sensation overnight.
The impact was immediate and overwhelming. Lines formed outside the Dubai-based chocolatier, with demand so intense that the company had to implement daily sales limits to manage inventory. This scarcity only fueled desire further, with reports emerging of a “chocolate black market” developing in Dubai, where resellers offered FIX chocolates at marked-up prices. The viral moment wasn’t just a flash in the pan—it created sustained momentum that propelled the brand from local favorite to international phenomenon.
What made the video so captivating wasn’t just the viral Dubai chocolate dessert itself, but the visceral reaction it evoked. The satisfying crack of breaking into the extra-thick bars, the visible layers of flavor, and the genuine expressions of delight from tasters combined to create perfect social media content. This organic marketing proved more powerful than any planned campaign could have been, demonstrating the unmatched influence of authentic social media moments.
Cultural Fusion: The Secret Behind FIX’s Distinctive Flavors
What truly sets FIX Dessert Chocolatier apart is its pioneering approach to flavor combinations that bridge culinary traditions. Sarah Hamouda drew inspiration from her British-Egyptian heritage, creating chocolate bars that harmoniously blend European chocolate-making techniques with bold Middle Eastern flavor profiles. This cultural fusion resulted in products that feel both familiar and excitingly new to chocolate lovers from diverse backgrounds.
The signature “Can’t Get Knafeh of It” bar exemplifies this approach by incorporating knafeh—a traditional Middle Eastern dessert made with thin noodle-like pastry soaked in sweet syrup—into premium chocolate. Other standout creations include “Mind Your Own Buiscoff,” which pairs speculoos cookie butter with chocolate, and “Butter to be Safe than Salty,” featuring a perfect sweet-savory balance that keeps customers coming back for more. Each product name showcases the playful branding that’s become part of FIX’s distinctive identity.
FIX’s product lineup has expanded to include several creative offerings that showcase global dessert traditions in chocolate form:
- “Cereously Chewsy” with cereal milk notes and chewy texture
- “Donut be Latte” combining coffee and donut flavors
- “Pick Up a Pretzel” blending sweet chocolate with salty pretzel pieces
- “Catch Me If Pecan” featuring caramelized pecans
This innovative approach to flavor has created a new category in the luxury chocolate market. By bringing Middle Eastern flavors to premium chocolate, FIX has tapped into both nostalgia for traditional tastes and excitement for new flavor experiences. The success of these combinations has inspired countless imitators, but FIX maintains its edge through constant innovation and unwavering quality standards.
Craftsmanship and Quality: Building a Premium Chocolate Brand
Behind the viral videos and clever product names lies a foundation of exceptional chocolate craftsmanship. Sarah Hamouda didn’t simply create novelty products; she developed a premium chocolate line that stands on its own merits. Each FIX chocolate bar starts with high-quality cocoa sourced from sustainable suppliers, ensuring ethical practices and superior taste.
The brand’s signature extra-thick bars aren’t just for show—they create a unique eating experience that allows for more complex flavor layering. This substantial format provides space for the inclusion of various textures and inclusions while maintaining proper chocolate quality for every chocolate lover. The result is products with perfect mouthfeel and flavor release that satisfy on multiple sensory levels.
Production remains deliberately small-batch to maintain quality control and exclusivity. While this limited availability initially stemmed from practical constraints, it evolved into a core brand strategy that keeps demand high. Each FIX product is handcrafted in Dubai under Hamouda’s direct supervision, ensuring consistency and attention to detail that mass-produced chocolates simply can’t match.
Marketing Magic: The Strategy Behind FIX’s Runaway Success
Though the viral TikTok moment may have seemed like pure luck, FIX’s overall success stems from strategic brand building. From the beginning, Sarah Hamouda understood the importance of creating products with visual appeal that would translate well to social media. The thick chocolate bars with visible layers were essentially designed to be photographed and shared, making them perfect content for platforms like Instagram and TikTok.
The brand’s name itself—FIX Dessert Chocolatier—cleverly plays on the idea of chocolate as a necessary indulgence or “fix” for dessert lovers. This memorable branding extends to the witty product names that invite sharing and conversation. By creating chocolates that are as fun to talk about as they are to eat, Hamouda ensured her products would naturally generate word-of-mouth marketing.
FIX’s limited availability strategy has proven particularly effective in the digital age. By maintaining an air of exclusivity and creating a “get it while you can” mentality, the brand generates buzz and urgency that drives both immediate sales and ongoing interest. This approach taps into the psychology of Middle East food and beverage market dynamics, where luxury and exclusivity are powerful motivators.
The brand also leverages cultural storytelling effectively. By highlighting the fusion of Middle Eastern and European flavors, FIX positions itself as more than just chocolate—it’s a cultural ambassador introducing global audiences to new taste experiences. This narrative adds depth to the brand and resonates with consumers looking for authentic stories behind the products they purchase.
Beyond Chocolate: How FIX Represents a New Generation of Arab Entrepreneurs
Sarah Hamouda’s success with FIX Dessert Chocolatier represents a broader trend of female entrepreneurship in the Middle East. As a British-Egyptian woman building a successful brand in Dubai, Hamouda has become an inspiration for other aspiring business owners in the region. Her story challenges outdated perceptions about business leadership in the Arab world and showcases the vibrant entrepreneurial spirit emerging across the region.
The brand’s success also highlights how chocolate in different cultures can serve as a bridge between traditions. By incorporating Middle Eastern flavors into a primarily European product category, FIX creates cultural conversations and exchanges that go beyond simple consumption. This approach resonates with a generation of consumers who value authenticity and cross-cultural experiences.
Hamouda’s business provides a blueprint for building global brands from regional inspiration. Rather than simply imitating established Western chocolate brands, she created something distinctly new by embracing her dual heritage. This authentic approach proved far more compelling than attempting to compete directly with established chocolate giants on their own terms.
The company’s ethical practices also reflect evolving consumer priorities. FIX emphasizes sustainable sourcing and ethical production, aligning with the values of younger consumers who expect brands to demonstrate social responsibility. This holistic approach to business building—combining quality, creativity, cultural relevance, and ethical practices—represents the future of successful food entrepreneurship.
What’s Next: FIX’s Expansion and Future Plans
Following unprecedented viral success, FIX Dessert Chocolatier is poised for significant international expansion. Building on global demand sparked by social media fame, the brand is carefully planning distribution beyond Dubai while maintaining the quality standards that built its reputation. Rather than rushing to capitalize on viral momentum, Hamouda has taken a measured approach to growth that prioritizes product integrity.
Plans include limited retail partnerships in key global markets, allowing international customers to experience FIX chocolates without diluting the brand’s exclusive appeal. The company is also exploring direct-to-consumer shipping options that would maintain the premium unboxing experience that’s become part of the FIX brand. This expansion strategy balances accessibility with the scarcity that has helped drive the brand’s desirability.
Product innovation remains central to FIX’s future plans, with new flavor combinations already in development. Hamouda continues to draw inspiration from global culinary traditions while maintaining the Middle Eastern influence that distinguishes the brand. Future releases will likely continue exploring the intersection of different food cultures, bringing unexpected flavor combinations to chocolate lovers worldwide.
For those eager to experience these viral chocolate sensations, submit your dessert recipe inspired by FIX’s cross-cultural approach for a chance to be featured on our site. Follow FIX Dessert Chocolatier on TikTok (@fixdessertchocolatier) and Instagram for updates on new products and availability. Meanwhile, chocolate enthusiasts can shop our churro-themed apparel collection while dreaming of their next chocolate fix.
As FIX Dessert Chocolatier continues its remarkable journey from local Dubai startup to global sensation, one thing remains clear: Sarah Hamouda has forever changed how we think about chocolate, proving that with the right combination of quality, creativity, and cultural authenticity, a small business can achieve extraordinary success. For those looking to discover more local gems, don’t forget to submit your favorite dessert shop to our growing business directory.