We asked the inventor of the viral chocolate bar herself

The 1994 film Forrest Gump's legendary line, “life is like a box of chocolates; you never know what you're going to get,” is right on the nose when chronicling the success story of Sarah Hamouda—Founder of FIX Chocolatier and the mastermind behind the viral Dubai Chocolate Bar—who could have never foreseen the groundbreaking impact that her original creation would have on the world at large.

It's everywhere, literally everywhere. The ‘Can’t Get Knafeh of it' chocolate bar is dominating everyone's FYP, on the dessert menu of any given restaurant, and of course, all over our hands and faces as we indulge in its irresistibly chocolatey, crunchy, pistachio-velvety goodness. Just ask the anti-trend contrarians and zeitgeist conformists who managed to find common ground in the name of chocolate heaven—the ‘pistachio kunafa’ hype is indisputably worth it.

And the chocolate bar has gone global, beyond just Dubai. Many have gone so far as to journey across continents to get a taste of the viral culinary creation—some fortunate enough to get their hands on the O.G chocolate bar at FIX Chocolatier in the heart of Dubai; while others knowingly or unknowingly settled for sub-par versions of the bonbon. From impressive imitations and disillusioning replicas, to consumers recreating the entire thing from scratch at home; everyone has done just about anything to get their FIX of the addictive Dubai chocolate bar.

How exactly did a chocolate bar break the Internet? Founder Sarah Hamouda unveils her creative genius in a tell-all interview with Vogue Arabia.

Many are curious about the marketing strategy behind the Dubai Chocolate Bar’s global success–but before marketing a product, its creator must strongly believe in its marketability. What is the real story behind the invention of the Dubai Chocolate Bar? How did you come up with its concept?

“The concept for FIX Dessert Chocolatier was born from a deeply personal moment - a pregnancy craving. I found myself looking for something truly indulgent, unlike anything available in stores. It wasn’t just about making a chocolate bar; it was about creating an experience so unique that each bite would evoke a special memory. The desire for distinctiveness and connection shaped the foundation of our brand.”

Some would assume that plenty of strategic marketing went behind The Dubai Chocolate Bar’s groundbreaking success–but is this really the case or was the buzz organic rather than intentional? Is there any marketing advice or insight that you would like to share with other local businesses?

"FIX’s success was built on passion, perseverance, and an unwavering belief in our product. What might seem like an overnight success was actually the result of three years of hard work, countless late nights, and plenty of moments of doubt when giving up felt tempting. But I knew I had to stay patient and keep going.

Without big budgets for marketing, we relied on word of mouth and participating in local events to connect with people. The real breakthrough came when a TikTok video went viral - an organic moment fuelled by the support of those who believed in our product and shared it with others.

My advice to local businesses is simple: believe in your product, be patient, and focus on what you can do with the resources you have. The journey might be long, and there will be learning curves, but trust the process. Every obstacle is part of a larger plan, often leading to something even better."

How have you dealt with all the fame and success following the launch of the Dubai Chocolate Bar?

"It’s honestly been surreal. We never imagined this level of success, and I’m incredibly grateful for every moment. Staying connected with our community has been at the core of everything we do. I can’t thank every single person enough - whether you’ve supported us by liking, sharing, purchasing, or simply commenting on anything FIX has done.

The love, support, and recognition we’ve received inspire us to keep pushing boundaries and to keep delivering something truly special. It’s been a lot of hard work, but seeing people fall in love with FIX makes it all worthwhile. We’re committed to showing up, giving our best, and making sure the quality and experience that brought us here remain at the heart of everything we do."

You undoubtedly receive lots of demand and yet supply very limited quantities of the bar every day. Is this intentional? If so, why?

“When we first started, it took time to fully grasp the demand for our bars. Each one requires a lot of time, effort, and care, so we intentionally release them in limited drops. This approach allows us to maintain the highest standards of quality and ensures that every bar is nothing short of exceptional. It helps us minimise waste and guarantees that our customers always receive a fresh, perfectly crafted product.”

So many food service establishments have incorporated the famous Dubai Chocolate Bar concept into their own creations. How does it make you feel to see other establishments imitate your creations?

“Honestly, it’s incredibly flattering to see other establishments and individuals around the world putting their spin on the concept of the Dubai Chocolate Bar. It makes me proud to know that what we’ve created has sparked creativity in others. For us at FIX, it’s also a motivating reminder to keep innovating and pushing boundaries, always striving to deliver fresh ideas. Ultimately, it’s about giving back to our supporters - the people who have believed in us from the very beginning - and continuing to create experiences that excite them.”

What do you wish more people knew about you and your business?

"What I wish more people knew about FIX is that it’s truly a collective effort and there’s an incredible team working tirelessly to bring it all together. It’s not just our core FIX team - it’s a network of amazing individuals who contribute at every step. From those sourcing the finest beans and crafting our chocolate blends to the designers bringing the vision of our packaging to life, and the team producing the packaging itself. There’s also the operations team working closely with our Deliveroo partners to ensure orders are delivered smoothly, the riders bringing our bars to your doorstep, our social media team sharing our story, and of course, the talented crew in the kitchens crafting each bar with care.

Every part of the process, from start to finish, involves countless hands and hearts working together. This collective effort is what makes everything at FIX possible, and I’m deeply grateful for each and every person who contributes to our journey."

The Dubai Chocolate Bar has undoubtedly broken the Internet and amassed global success–but this is just the beginning for you. What other dreams do you wish to accomplish? Do you have any new inventions or releases you would like to share with our audience?

“I have so many dreams, and this journey has taught me that the possibilities are endless. Our focus remains on working hard and innovating to create experiences our community loves. One of my biggest aspirations is to reach all the incredible people who have supported us around the world, and I believe that with dedication and patience, we’ll make it happen. As for what’s next, we’re working on some exciting ideas that we can’t wait to share with you when the time’s right. This is just the beginning, and the best is yet to come!”

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