Can’t Get Knafeh of It: The Story Behind the Dubai Chocolate Sensation
Grace Massoud
4/7/2025 11:32:36 AM
Sarah Hamouda, a 38-year old British-Egyptian entrepreneur is the mastermind behind the viral Dubai Chocolate that has swept the region and the world over. She moved from the UK to Dubai to launch this ingenious product.
Ever wondered how this yummy and multi-million-dollar business came to fruition? Well, I’ll tell you!
In 2021, Sarah was pregnant and having all sorts of unusual dessert cravings. Nothing seemed to do the trick and satisfy her. That’s when she started having some fun with her husband Yezen Alani. Right there in her living room they started mixing decadent flavors and Middle-Eastern inspired fillings. The pistachio and knafeh genius combo came to life and their little experiment turned into a lucrative business.
The couple officially launched it in 2022, naming the luxurious brand “Fix Dessert Chocolatier” and selling the handmade chocolate bars online. The start of the business was shaky to say the least. They were selling nearly one bar a week.
However, in February 2023, their big break happened. A Tik-Tok star tried their Knafeh chocolate bar on her channel in an ASMR style video and the rest is as they say history. The video had over 80 million views and Fix became all the rage. They started selling like crazy, we’re talking thousands. They were obligated to expand their business to keep up with the escalating demand. Thus, the team of 50 in Dubai came to be. They managed to garner popularity all over the globe. Not only that, but brands from the world over emulated their successful concept.
In 2024, their signature bar was Deliveroo’s most ordered item worldwide.
The 30$ crafty bars are in high demand with no sign of slowing down. Oreo and Lindt are just a couple of the famous brands creating spin-offs from the knafeh and pistachio chocolate bars. International expansion is without a doubt the next step forward for the ingenious couple.
Having tried their signature treat, it boggles the mind how such an invention, simple in theory, could become a success story and an inspiration to many including myself. What’s stopping you from coming up with the next Dubai Chocolate?
Ever wondered how this yummy and multi-million-dollar business came to fruition? Well, I’ll tell you!
In 2021, Sarah was pregnant and having all sorts of unusual dessert cravings. Nothing seemed to do the trick and satisfy her. That’s when she started having some fun with her husband Yezen Alani. Right there in her living room they started mixing decadent flavors and Middle-Eastern inspired fillings. The pistachio and knafeh genius combo came to life and their little experiment turned into a lucrative business.
The couple officially launched it in 2022, naming the luxurious brand “Fix Dessert Chocolatier” and selling the handmade chocolate bars online. The start of the business was shaky to say the least. They were selling nearly one bar a week.
However, in February 2023, their big break happened. A Tik-Tok star tried their Knafeh chocolate bar on her channel in an ASMR style video and the rest is as they say history. The video had over 80 million views and Fix became all the rage. They started selling like crazy, we’re talking thousands. They were obligated to expand their business to keep up with the escalating demand. Thus, the team of 50 in Dubai came to be. They managed to garner popularity all over the globe. Not only that, but brands from the world over emulated their successful concept.
In 2024, their signature bar was Deliveroo’s most ordered item worldwide.
The 30$ crafty bars are in high demand with no sign of slowing down. Oreo and Lindt are just a couple of the famous brands creating spin-offs from the knafeh and pistachio chocolate bars. International expansion is without a doubt the next step forward for the ingenious couple.
Having tried their signature treat, it boggles the mind how such an invention, simple in theory, could become a success story and an inspiration to many including myself. What’s stopping you from coming up with the next Dubai Chocolate?