Dubai chocolate is nothing but a combination of flavors, textures, and layers; in fact, you won’t find any strange ingredients in it. Like many other types of chocolate, this one is in bar form and features pure cocoa, pistachios, and kadayif strands. Kadayif is a thin, long, and delicate noodle used in preparation of sweets such as baklava and kunafa. However, Dubai chocolate has become a popular treat worldwide due to its delicious pistachio flavor and its crunchy yet creamy texture. Of course, when we mention the famous Dubai chocolate, we are referring to the Fix brand chocolates created by Sara Hamouda, a British-Egyptian entrepreneur.
The History Behind The Cocoa
The idea for Dubai’s Trend Chocolate began with Sara’s cravings during her pregnancy. She had an unusual desire for chocolate, but none of the commercial chocolates satisfied her craving. So, she decided to create a unique blend herself. Using high-quality chocolate, crispy kunafa, and traditional Arabic flavorings, she crafted a special chocolate dessert with a distinctive taste. Her goal was for each bite of these chocolates to evoke sweet memories of the past and traditional flavors.
During a recent interview with Sara Hamouda, she expressed her disbelief and excitement, saying, “It’s still like a dream to me – sometimes I pinch myself!”. Hamoudah recalls how she would send her husband on a quest to find her favorite foods in Dubai during her pregnancy. However, each time he returned, those foods were not her “favorites.” This is where the idea for FIX was born – a chocolate that combines flavors, textures, and layers to create something truly special. She says, “But I had no information about chocolate; I had no background in cooking. I just knew how I wanted it to taste.” Hamoudah states, “FIX was never meant to be an ordinary chocolate.” Her goal was to create an artistic and nostalgic experience that connected to her memories and family traditions, especially the beloved flavors of kunafa and pistachio that she craved during her second pregnancy.
She explains, “I wanted the FIX experience to be different; I wanted people to reminisce about their sweet past with every bite.” In her dining room, which had turned into a chocolate kitchen, she tirelessly experimented with flavors, seeking to create tastes that were linked to her childhood memories. Before a TikTok influencer named Maria Vehera introduced FIX chocolates, these products were only sold through local marketing. The video Maria posted quickly went viral, attracting nearly 100 million views. Sara recalls with amazement that when she entered her kitchen and heard the sound of incoming orders, she initially thought there was a problem. “I thought there was a problem with the app,” Sarah said. “I still couldn’t believe it until I realized the power of social media. I was shocked.” Within a few hours, this small business of Hamoudah gained fame. “Orders started pouring in from all over Dubai and even from other countries,” she stated. Sara Hamoudeh started this brand with a team of two, but now it has more than 20 employees, and more importantly, the Crown Prince of Dubai is also collaborating with her. However, Sara still considers FIX a “small, local business.”
Within the layers
Sara Hamoudeh used combinations like pistachios and kunafa to create FIX chocolate. After these chocolates went viral, various versions were released to the market, including flavors of date and saffron, which gained significant popularity. Subsequently, different companies produced this chocolate with various nuts like almonds and hazelnuts to cater to the diverse tastes of customers. Chocolate brands in Dubai use high-quality and fresh ingredients as their top priority. Ingredients such as organic cocoa, dates, saffron, cardamom, and 24-karat edible gold are utilized in many products. These combinations not only create a unique flavor but also symbolize the culture and luxury of Dubai.
Dubai is also a leader in the chocolate industry by utilizing modern technologies. From 3D printing chocolate to producing complex and artistic shapes to advanced techniques for decorating with gold and edible jewels, these innovations not only add beauty but also provide an engaging experience for customers.
Competition
Despite the fact that the FIX brand is one of the most famous and beloved chocolate brands in Dubai, chocolate production in Dubai is not limited to this brand. As a global city with high cultural diversity, Dubai is home to various chocolate producers from around the world. In addition to FIX, there are other brands in Dubai that produce chocolates with unique flavors and combinations. Brands like “Chocolates by Nadia” and “Mirzam Chocolate” are among those that produce handmade, high-quality chocolates in Dubai. These brands create unique chocolates using special ingredients and local combinations such as dates, saffron, pistachios, and almonds, making them appealing to both travelers and locals. Some of these brands even use specific chocolate-making techniques that enhance the quality and flavor of the product. However, the FIX brand in Dubai has gained significant fame due to its innovation in flavors, luxurious packaging design, and unique combinations, making a strong impact on the market. Ultimately, Dubai has a competitive market for various chocolates, and other brands are also active in this industry. Among them are the following companies:
- Cramello: A luxury Emirati chocolate brand that uses a variety of high-quality raw materials for its products. This brand’s products also feature elegant and unique packaging.
- Patchi: A leading Lebanese brand known for handmade chocolates and chocolate gifts with exquisite packaging.
- Mirzam Chocolate: An Emirati chocolate brand renowned for producing authentic and high-quality chocolates.
- Forrey & Galland: A French brand that offers luxury handmade chocolates in the UAE.
- Vivel Patisserie: A pastry and chocolate brand in the UAE that creates innovative desserts with Eastern and Western flavors.
- Choco’a: An Emirati brand that specializes in producing custom chocolates.
The Ups and Downs
The secret to the success of Dubai chocolate significantly relies on the impact of social media and the power of informal advertising. The videos created by bloggers and influencers, filled with excitement and enjoyment of Dubai chocolate, have played a major role in introducing and attracting customers. These videos, especially of the “ASMR” type, where the sound of chocolate being eaten captures the audience’s attention, have generated considerable interest in Dubai chocolate. Additionally, the creative design and attractive packaging of this chocolate have encouraged customers to be eager to purchase and share photos of it on social media. The use of creative names for products, such as “Not Kunafa” instead of “Not Enough,” has also drawn attention and created differentiation for the FIX brand.
However, despite these remarkable successes, Dubai chocolate faces challenges as well. High demand and significant pressure on the production line are fundamental issues for this brand. Sara Hamoudeh has announced plans to expand production to other countries, but this goal requires careful management and proper planning. Another major challenge that the FIX brand faces is the production of imitations in various countries. These counterfeits can not only harm the brand’s reputation but may also reduce customer trust. Furthermore, the price of the original Dubai chocolate, which is around $20 for a 200-gram package, compared to counterfeit versions that are sometimes sold at higher prices, can negatively impact the brand’s image.
Another Amazing Taste!
I am a sweet tooth and I have tried this chocolate. It tastes pretty much the same.