25/07/2025
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"Dubai Chocolate" isn't just a luxurious treat — it's an Emirati masterpiece with global appeal.
25/07/2025
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Born from a spark of inspiration in a home kitchen, Dubai Chocolate has quickly risen to become a symbol of Emirati innovation and craftsmanship, winning hearts — and taste buds — around the world.
Sarah Hammouda
What started in 2021 as a simple experiment by Dubai-based entrepreneur Sarah Hammouda has now blossomed into an internationally acclaimed brand. Driven by her craving for a traditional Arab flavor — pistachio kunafa — Sarah set out to create a chocolate that blended authentic Middle Eastern taste with a modern twist, one that could compete with global confectionery brands without losing its cultural identity. And in just under three years, her family kitchen experiment evolved into a fully developed luxury product, now proudly displayed on the shelves of upscale chocolate boutiques worldwide.
A Uniquely Emirati Blend
What sets Dubai Chocolate apart isn’t just its elegant packaging — inspired by traditional Emirati art — but also its bold and balanced flavor profile. Inside each bar, silky layers of milk chocolate embrace a rich, creamy pistachio filling, punctuated with crispy strands of kunafa dough. The result is a perfect harmony of texture and taste — a bite-sized tribute to the region’s heritage, reimagined in a language of luxury.
From Viral Video to Global Craze
The turning point came when a TikTok influencer casually posted a video tasting the chocolate. What followed was a marketing dream: the video went viral, amassing over 70 million views in just a few days. In the weeks that followed, Dubai Chocolate became a global sensation. Reports of sold-out stock, waiting lists, and copycat brands filled social media — but none could replicate the originality and authenticity of the original.
A Tropical Twist: 'Time to Mango'
Continuing its journey of bold innovation, Fix Dessert Chocolatier (the company behind the brand) recently launched a new flavor: "Time to Mango" — an adventurous tropical blend of mango and passion fruit, encased in smooth white chocolate and finished with a playful popping candy crunch.
The Secret to Success: Quality and Identity
Despite commercial temptations, Fix Dessert has remained true to its roots. The chocolates are still handcrafted, and the packaging continues to draw from Emirati design motifs, preserving the brand’s original spirit: a world-class product with a local soul. A key figure in shaping the brand’s success was Filipino chef Noel Catis Umamalin, who worked closely with Sarah Hammouda to refine the core recipe — ensuring that the product wasn’t just delicious, but also stable in texture, scalable in production, and globally distributable.
More Than a Treat — It’s a Story
Today, Dubai Chocolate is no longer just a sweet indulgence or luxury gift. It’s become a symbol of Dubai’s spirit of opportunity — a city where a modest idea can grow into a world-renowned brand. It’s a story that continues to inspire female entrepreneurs and the next generation of Arab chefs alike: that innovation doesn’t require a massive factory, just an original idea — and the courage to pursue it.
By Susan Nasser
Al Seyassah/Arab Times Staff
