Recent statistics highlight the significant growth in Dubai’s market, with chocolate and confectionery sales soaring by an impressive 81%, reaching 73.9 million dirhams ($20.2 million). This surge is driven by rising demand for luxury products and the ongoing success of local brands such as “Dubai Chocolate.”
The “Fix Desert Chocolate” brand has launched its first temporary store outside the UAE at the iconic Harrods in Knightsbridge, London.
This pop-up store will operate from October 27 until November 23, marking a new venture for the proudly UAE-made chocolate to expand globally from Dubai.
The Success Story of “Dubai Chocolate” as a Local Economic Icon
From 10 Bars a Week to Orders from Mexico, Thailand, America, and Germany
Inaugural Temporary Store Outside the UAE at Harrods in London
An Exciting Journey
In an interview, Sara Hamoudah, co-founder of “Fix Desert Chocolate,” shared her experience and delightful journey from her home kitchen in Dubai to European markets.
She described it as “a wonderful and unexpected adventure, which emerged without any prior planning. Initially, our goal was not to launch a global product, but rather to create a type of candy that I couldn’t find on store shelves.
I wanted to craft something unique that also evokes a sense of nostalgia, blending the flavors of our Middle Eastern roots with the delicious kanafeh my mother used to make, mixing traditional tastes with contemporary techniques.
Regarding the brand name “Fix,” and whether she considered officially using the name “Dubai Chocolate,” Sara explained: “‘FIX’ stands for ‘Freakin Incredible Xperience,’ meaning an experience that is truly amazing. We not only offer a distinctive flavor but also create a complete experience from the moment the wrapper is opened, the smell of chocolate, the diverse textures, the unexpected flavor combinations, to the memories they awaken. Every detail is meaningful.
The name itself is inspired by the phrase ‘to get your fix,’ which perfectly fit our beginnings, stemming from a pressing need that no product on the market could satisfy.
As for the name ‘Dubai Chocolate,’ it was organically assigned to us by our online community. Once our “Fix” videos gained wide popularity, and people noticed they were only available in Dubai, they started calling it that name, which quickly caught on.
She added, “Dubai has certainly exceeded all expectations in its leadership across various sectors, and we take pride in being launched from this platform of success.”
Sara noted that while “Fix Desert Chocolate” is our official name, “Dubai Chocolate” is not a registered brand but rather a name developed naturally within our community.
It makes me happy and honored to see it transform into a complete classification in the world of confectionery.
When asked about any differences in product demand between tourists and residents, she replied: “It’s hard to describe the feeling we have when we see ‘Fix’ receiving such immense love worldwide.
Since “Deliveroo” is the only platform to get “Fix” in Dubai and Abu Dhabi, with limited amounts released daily, we have witnessed a tremendous eagerness from our audience to obtain our creations, from setting special alarms to remind them of the time to booking flight tickets.
We also see incredible interest at our temporary location in Dubai Duty Free, where both residents and tourists happily stand in long lines to purchase a “Fix” bar or to buy gifts for friends and family outside the UAE.
“Dubai Chocolate” has evolved from a local product to a global trend in the world of confectionery, and I believe this success stems mainly from passion, patience, and belief, as what we have achieved did not come easily.”
Sara reflected, “As a local brand, we initially relied on personal recommendations and word-of-mouth marketing, complemented by participation in local events to connect with potential customers, as we didn’t have a substantial budget for advertising.
Last year, a video featuring our chocolate bar, ‘Can’t Get Knafeh of It,’ gained massive popularity on TikTok, drawing international attention to our brand.
We moved from making ten bars a week to receiving orders from Mexico, Thailand, America, and Germany.”
Sara expressed her gratitude for being based in Dubai, which expedited our brand’s growth compared to any other city; Dubai is one of the most attractive global destinations for business, startups, tourism, culture, and entertainment, and I am honored that our brand’s journey began here.
Just as Dubai harmoniously blends world cultures, each ‘Fix’ bar carries its unique flavor and story.
A Destination for Luxury
She noted, “Dubai represents a global hub for innovation and luxury, showcasing premier contemporary designs in art and architecture.
This has inspired us to build our unique visual identity, which blends luxury with a sense of fun; from whimsical names like ‘Catch Me If Pecan’ to vibrant packaging, every detail is crafted to be part of an unforgettable sensory experience. It’s truly remarkable to see ‘Fix’ resonate with tastes around the world.
We have received orders from nearly every continent, and it’s exciting to witness how our unique flavor creations adapt in each country in their own special way.
What brings me the most joy is seeing home chefs innovating using our ingredients, from ‘cannoli’ in Italy to ‘stroopwafels’ in the Netherlands, and many more.
Regarding the recent emergence of brands similar to Dubai Chocolate in the market, some of which are priced significantly lower, Sara stated: “I see competition as a driving force for us to be more creative and encourages continuous development. Yes, there are those who attempt to draw inspiration from Dubai Chocolate flavors, which is acceptable, but the truly concerning aspect is attempts to exploit our brand name and steal our intellectual property to deceive the public.”
She added, “We receive numerous messages from individuals who thought they purchased a ‘Fix’ bar, only to discover it was merely a low-quality imitation, or at worst, they receive nothing and lose their money to scams.
There are also attempts to use our name commercially in other countries. For instance, some German markets sell chocolate under the name ‘Dubai Chocolate,’ and I firmly believe that imitation is the sincerest form of flattery.
She expressed her belief that the emergence of replicas is inevitable when people genuinely love something.
I take great pride that ‘Fix’ has sparked this passion and innovation in others to create their own versions of ‘Dubai Chocolate’ worldwide.
What we have created is not just a recipe that combines chocolate and pistachios; the true difference in ‘Fix’ lies in the experience we provide, the quality of our ingredients, and the meticulous attention to details and artistic touches that cannot be replicated.