The Rise of Dubai Chocolate: A Sweet Success Story

The Humble Beginnings

A Craving Turned Creation

In 2021, Sarah Hamouda, a British-Egyptian entrepreneur based in Dubai, found herself craving unique flavors during her pregnancy. This led her to experiment in her kitchen, blending traditional Middle Eastern desserts with classic chocolate. The result? The "Can't Get Knafeh of It" chocolate bar is a delightful fusion of creamy milk chocolate filled with knafeh (a sweet, cheese-filled pastry) and pistachios.

The Social Media Surge

From Local Treat to Global Sensation

The magic truly began in December 2023 when food influencer Maria Vehera shared a TikTok video savoring this unique chocolate bar. The video went viral, amassing over 70 million views and catapulting Fix Dessert Chocolatier into the global spotlight. Orders flooded in, with more than 30,000 requests pouring in shortly after the video's release.

The Power of Digital Influence

This phenomenon underscores the immense power of social media in shaping consumer trends. A single viral video transformed a local delicacy into an international sensation, highlighting how digital platforms can rapidly influence purchasing decisions.​

Scaling Up: Challenges and Triumphs

Meeting the Unprecedented Demand

With the surge in popularity, Fix Dessert Chocolatier faced the daunting task of scaling production while maintaining quality. The artisanal nature of the chocolate, combined with intricate ingredients like knafeh and pistachios, required meticulous attention to detail. Despite these challenges, the team expanded operations, ensuring that chocolate lovers worldwide could indulge in this Middle Eastern-inspired delight. ​

Global Imitations and Adaptations

The success of Dubai Chocolate didn't go unnoticed. Renowned brands like Lindt introduced their versions, incorporating similar flavors to cater to the growing demand. In Germany, Lindt's limited edition "Dubai Chocolate" sold out rapidly, with enthusiasts queuing for hours to get a taste. ​A

The Economic Impact

Boosting Dubai's Culinary Reputation

The rise of Dubai Chocolate has significantly bolstered Dubai's position on the global culinary map. It showcases the city's ability to innovate and blend traditional flavors with modern twists, attracting food enthusiasts and tourists alike.​

Market Growth and Projections

The UAE's chocolate market has been on an upward trajectory. In 2025, the market size was estimated at $537.29 million and is projected to reach $704.11 million by 2030, growing at a CAGR of 5.56%. This growth is a testament to the increasing demand for unique and high-quality chocolate products in the region.​

Lessons from Dubai Chocolate's Success

Embracing Innovation

Dubai Chocolate's journey emphasizes the importance of innovation in the F&B industry. By blending familiar tastes with new concepts, brands can create products that resonate with a broad audience.​

Leveraging Social Media

The role of social media in this success story is undeniable. It highlights how digital platforms can serve as powerful tools for marketing and brand recognition, especially when the product offers a unique and shareable experience.​

Maintaining Quality Amidst Demand

Scaling up production without compromising quality is crucial. Fix Dessert Chocolatier's commitment to preserving the nature of their product, even under high demand, sets a benchmark for other brands to follow.​

Is It a Fluke?

The meteoric rise of Dubai Chocolate is a testament to the blend of innovation, cultural fusion, and the power of digital media. It's a delicious reminder that with creativity and quality, local delights can capture the hearts (and taste buds) of people worldwide. So the next time you unwrap a piece of chocolate, think about the story behind it.

Contact us now if you are looking to craft your own Dubai sensation!