Founded by Sarah Hamouda and Yezen Alani, the Viral ‘Dubai Chocolate’ Brand Grew From a Home-Based Venture Into a Global Sensation.
Dubai-based Fix Dessert, the company behind the globally popular ‘Dubai Chocolate’, has been named the winner of the Dubai-it Award for Projects in the Business Category.
The announcement was made on Saturday, October 24, by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai.
Highlighting the remarkable popularity of the chocolate trend, Sheikh Hamdan revealed that sales of Dubai-style chocolate had increased by 1,234 per cent in just one year.
He also noted that Dubai-inspired chocolate products are now available in markets worldwide, including at more than 100 airports.
Founded by Sarah Hamouda and Yezen Alani, Fix Dessert began as a small home-based venture in Dubai before growing into an internationally recognised brand.
Congratulating the company’s founders and team, Sheikh Hamdan praised their entrepreneurial journey as an example of the Dubai-it spirit, which encourages turning innovative ideas into global success stories.
The Dubai-it Award, launched by Sheikh Hamdan on June 24, is an annual initiative recognising individuals, businesses, projects and institutions that demonstrate Dubai’s culture of ambition, innovation and achievement.
The award also seeks to inspire future generations to pursue ambitious ideas and create meaningful success.
How Dubai Chocolate became a worldwide sensation
Fix Dessert gained international recognition after introducing its pistachio kunafa-filled chocolate bar, which quickly became a viral sensation and helped establish the global ‘Dubai Chocolate’ trend.
The distinctive combination of chocolate, pistachio filling and crispy kunafa attracted widespread attention, generating strong demand from consumers around the world.
As the trend spread internationally, numerous confectionery brands launched their own interpretations of the popular dessert.
Despite the growing competition, FIX continued to promote its original creation, strengthening its reputation as the brand that helped introduce Dubai-style chocolate to a global audience.
The chocolate phenomenon has also contributed significantly to confectionery sales at Dubai’s airports.
During the first six months of 2025, Dubai Duty Free recorded Dh165 million in Dubai chocolate sales, according to CEO Ramesh Cidambi, who disclosed the figures during an interview on Dubai Eye.
Approximately 2.5 million bars of UAE-based chocolate were sold during the period, representing 40 per cent of Dubai Duty Free’s total confectionery sales.
Cidambi highlighted the wider economic benefits of supporting locally established brands, noting that their commercial success helps retain revenue within the UAE and contributes to the domestic economy.
