It all began with a craving. While pregnant, Dubai-based chocolatier Sarah Hamouda was inspired by knafeh, a Middle Eastern dessert she adored growing up in her British-Egyptian household. Blending the creamy textures of pistachio cream and kataifi pastry with the indulgence of milk chocolate, she created a bar unlike any other. “I had never made chocolate before,” Sarah confessed, yet her vision drove her to start crafting from her living room in Dubai.
Adorned with vibrant yellow and green swirls, the knafeh-inspired bar became the cornerstone of FIX Dessert Chocolatier, the brand Sarah founded with her husband, Yezen Alani, in 2022. Initially, sales were slow—sometimes just a single bar per week. But a turning point came when a viral TikTok video showcased the chocolate’s irresistible pistachio filling, sparking a global frenzy.
How a TikTok trend turned Dubai chocolate into a Global sensation
The now-iconic TikTok post by Maria Vehera showcased the bar’s satisfying crunch and flowing pistachio centre. That single video led to over 30,000 orders, crashing the couple’s delivery platform and turning their small venture into an international sensation overnight.
“It felt like chaos,” Sarah said, recalling the overwhelming influx of orders. But the couple embraced the challenge, quickly scaling up their operation. FIX now employs a team of 50 to meet global demand, and the “Can’t Get Knafeh of It” bar has even caught the attention of major players like Lindt, which released a limited-edition version that sold out in a single day.
From local inspiration to global chocolate craze
While FIX Dessert Chocolatier has gone global, its influence is deeply rooted in Dubai’s culinary traditions. The bar’s success lies in its ability to reinvent beloved flavours for a modern audience. Pistachio cream, kataifi, and subtle hints of orange blossom or rose water give the chocolate a universally appealing yet distinctly Middle Eastern twist.
The trend has inspired countless imitators, from small businesses to home chefs. “It’s flattering when others make their own versions,” Sarah says, though she and Yezen object to big companies copying the concept without credit. For example, Venessa Liang, a Canadian chocolatier, created her take called ‘Taste of Dubai,’ selling bars with toasted turmeric kataifi and caramelised pistachios for a premium price.
What’s next for FIX? The future of Dubai’s iconic chocolate
While the ‘Can’t Get Knafeh of It’ bar continues to dominate, Sarah and Yezen are already innovating. Their latest creation, ‘Catch Me If Pecan,’ features caramelised pecans and cookies, with a cheeky name hinting at their confidence in staying ahead of the competition.
FIX Dessert Chocolatier’s story is one of bold ideas, viral success, and a deep respect for tradition. From Dubai to the world, this chocolate revolution shows no signs of slowing down.
Dubai’s chocolate phenomenon isn’t just about satisfying a craving—it’s about redefining how traditional flavours are presented and shared. With Sarah and Yezen leading the charge, FIX is setting the bar (pun intended) for what’s possible in the world of artisanal confections.
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