Cover Sarah Hamouda is the founder of Fix Dessert Chocolatier, the brand behind the Dubai chocolate craze (Photo: courtesy of Fix)
Sarah Hamouda is the founder of Fix Dessert Chocolatier, the brand behind the Dubai chocolate craze (Photo: courtesy of Fix)
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Meet Sarah Hamouda, the British-Egyptian founder whose pregnancy craving sparked the global sensation of the Dubai chocolate bar. She reveals her thoughts on the dupes and the global pistachio shortage
The confectionery world was set ablaze by the explosive popularity of the “Dubai chocolate”, a distinctive treat that rapidly captured global attention. Spearheaded by the Can't Get Knafeh of It bar from Dubai’s Fix Dessert Chocolatier—which combines knafeh [spun pastry dough], pistachio and tahini paste—the creation quickly became a viral sensation, capturing the attention of food enthusiasts worldwide.
Its popularity has not only driven immense demand for the original Dubai chocolate, but has also led to a proliferation of copycat versions and inspired creations across the globe, as chocolatiers and even major brands attempt to capture a piece of this viral success. Behind this global phenomenon is Sarah Hamouda, the British-Egyptian founder of Fix Dessert Chocolatier, whose initial inspiration, born from a pregnancy craving, has unexpectedly led to the worldwide sensation that is Dubai chocolate.
Hi Sarah! Congratulations on the success of Fix. Can you share how it all began?
Fix was born quite literally from a craving. I was pregnant with my second daughter and had this intense sweet tooth for something nostalgic but with a twist. Every evening, my husband would drive around Dubai trying to find something that hit the mark, but nothing ever quite landed.
What motivated you to experiment with unusual fillings for your chocolate bars?
I’ve always loved dessert, but I was after more than just a sugar rush. I wanted that pause, that wow, that moment when your eyes widen and your taste buds do a double take. We weren’t just making chocolate. I was crafting little bites of feeling. Chocolate was my canvas and the fillings were pure emotion. Every piece had to surprise you, delight you, and maybe even mess with your head a little in the best way possible.
As a British-Egyptian entrepreneur based in Dubai, how has your multicultural background influenced your approach to chocolate-making?
It’s been everything. I grew up between cultures with Egyptian and British flavours, and now a deep love for Dubai’s boldness and ambition. Fix is a reflection of that mix. The playfulness, the elegance and the roots— it’s all there. I think that’s why people from all over connect with the bars, there’s something comforting and familiar, but also fresh and unexpected.
Above Sarah Hamouda (Photo: courtesy of Fix)
Sarah Hamouda (Photo: courtesy of Fix)
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Can you tell us about the creative process behind developing a new chocolate flavour?
It always starts with a story, a memory, a craving, a conversation. Then comes the flavour brainstorming: what ingredients can tell that story best? We test in our kitchen with no shortcuts— it’s all about texture, balance and whether it makes you go “wait… what is this?! I need more”.
Your brand is being credited with causing a global pistachio shortage—how do you feel about this claim and is there any truth to it?
I mean… what a headline, right? It’s definitely not entirely true, but it makes for a great story. We do use a lot of pistachios (the good ones), and we’re really proud of how far the brand has reached. So if we’ve played even a small part in spotlighting that flavour, we’ll take it— pistachios forever!
What has been the most surprising reaction or feedback you’ve received from customers worldwide?
One that still gets me was a message from someone who had been going through a really tough time and said one bite of our chocolate brought them back to their childhood, just for a moment. That kind of emotional connection is everything. We also get the sweetest videos of kids dancing when they open our boxes. Those are my favourite.
How do you feel about all the dupes in the market? Have you tried any fake Dubai chocolate?
We’ve seen them. Some are flattering, others... creative! But honestly, we just focus on staying true to what we do. The magic of Fix isn’t just the bar, it's the ingredients, the process, the care and the community we’ve built.
Do you have plans to expand Fix Dessert Chocolatier beyond Dubai or introduce new product lines?
We get asked this daily! Right now, we’re still keeping things very focused: growing our team, improving our production and making sure we never compromise on quality. But yes, we’re dreaming big. We’re exploring new ideas all the time, and when the timing feels right, we’ll take that next step. Slowly and intentionally, just like the bars.
If you had to name a chocolate bar after yourself, what would it be called?
Oof, that’s a tough one! Maybe ‘Beautiful Chaos’. Bold, messy, unexpected and somehow, it all just works. Like life, but edible.
What’s the weirdest flavour pairing you’ve ever tried?
Mango and za’atar! It was interesting. Let’s just say it didn’t make it to the shelf. But sometimes you have to try the weird ones to find the magic.
Aside from chocolate, what’s your guilty pleasure?
Spicy wings, definitely. There’s something about the mess and the heat, it’s my go-to when I want something satisfying.
As Content Director at Tatler Hong Kong, Tara shapes the brand's editorial vision across social, digital and print, and reports on Asia's most influential figures — from CEOs and leaders across business, style and the arts. In her dual role as Head of VIP, she also drives the planning and execution of Tatler's flagship IPs, curating star-studded events and building the relationships and communities that define the brand. Born and raised in the Middle East, she honed her craft in Dubai, crafting communication strategies for luxury brands across the Gulf. Follow her on Instagram @tarasobti.
