top of page

Insight of the Day: Encounter the female inventor of Dubai's popular, extra-thick chocolate bar


Dubai-based Fix Dessert Chocolatier has become a viral sensation thanks to its unique chocolate bars filled with unexpected desserts like filo pastry, donut, and knafeh. Founded by Sarah Hamouda as a side project, the brand's popularity skyrocketed after a TikTok video featuring their chocolate went viral. The handmade bars with creative names and Middle Eastern flavors have attracted immense demand, leading to daily sales limits and a "chocolate black market." Despite the challenges of meeting demand, Hamouda is optimistic about the brand's future and plans for international expansion.

Key Takeaways:

  • Viral Success: Fix Dessert Chocolatier's unique chocolate bars have gained worldwide fame through a viral TikTok video.

  • Unique Flavors: The bars feature unconventional fillings like filo pastry, donut, and knafeh, inspired by Middle Eastern flavors.

  • Handmade Quality: Each bar is handmade, including the colorful designs, limiting production capacity.

  • Limited Availability: The bars are currently only available in Dubai, with daily sales limits due to high demand.

  • Global Aspirations: The brand plans to expand to international markets soon.


  • Viral Food Trends: Social media platforms like TikTok play a significant role in propelling food trends globally.

  • Unique Flavor Combinations: Consumers are increasingly seeking out unique and unconventional flavor combinations in their food.

  • Handmade and Artisanal Products: There is a growing appreciation for handmade and artisanal products, even in the confectionery industry.

  • Limited Edition and Scarcity Marketing: Limited availability and scarcity marketing tactics can drive demand and create buzz around a product.


Fix Dessert Chocolatier's success story demonstrates the power of social media in creating viral food trends and the increasing consumer demand for unique and artisanal products. The brand's focus on quality, creativity, and limited availability has contributed to its immense popularity.

Implications for Brands:

  • Leverage Social Media: Utilize social media platforms to showcase unique products and engage with potential customers.

  • Embrace Creativity: Experiment with unconventional flavor combinations and ingredients to stand out in a crowded market.

  • Focus on Quality: Prioritize high-quality ingredients and craftsmanship to create a premium product experience.

  • Consider Limited Availability:  Creating limited-edition products or implementing scarcity marketing tactics can drive demand and generate buzz.

  • Plan for Growth: Prepare for increased demand and potential international expansion as the brand gains popularity.


bottom of page