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Falstaff Exclusive: An interview with Sarah Hamouda, creator of Dubai chocolate
Selling out within minutes in its native Dubai, the original Dubai chocolate by Fix is a social media darling. In an interview with Falstaff, its creator, Sarah Hamouda, reveals how she came up with the idea of extra-filled chocolate bars, and gives tips on how best to enjoy the latest chocolate sensation.
In Dubai, a sweet newcomer has taken the hearts of connoisseurs by storm: The creations of Fix Dessert Chocolatier are edible works of art stuffed with myriad textures and aromas, evoking warm memories of childhood. What started as a personal craving of company founder Sarah Hamouda soon became a viral trend that spread like wildfire online. The young entrepreneur talked to Falstaff about what inspired her to create these iconic extra-filled bars, how they evoke the tastes of childhood, and what Fix has in store for the future.
Falstaff: How did you come up with the idea of "messy, overstuffed chocolate bars"?
Sarah Hamouda: The idea stemmed from a personal craving I had while pregnant with my second daughter. I was looking for something unique and fulfilling that I couldn't find in typical desserts. I wanted to create chocolate bars that combined different textures and flavors, leading to the concept of "extra-filled" bars that offer a satisfying and rich experience.
Why do you think people like them so much?
People are drawn to our bars because they evoke nostalgia and deliver a unique experience. Each flavor is designed to remind you of something special from your past or even present, while the diverse textures and high-quality ingredients make each bite memorable.
Photo provided
Sarah Hamouda, founder of Fix Dessert Chocolatier.
Which one is your favorite?
I have a special fondness for our knafeh bar. It brings back wonderful memories of my childhood, as my mom used to make knafeh at home. The combination of flavours and textures makes it stand out but my absolute favorite has to be Pick Up A Pretzel. The balance of sweet and salty and its satisfying crunch in each bite keeps me coming back for more.
Do you have any recommendations on how to eat a Fix chocolate bar?
I recommend enjoying them slowly to fully appreciate the flavors and textures. The experience of unwrapping the bar should be savored, just like the first bite. While the bars should be refrigerated, I recommend eating them at room temperature.
Could you briefly explain how the bars are made? Are there any challenging steps?
The bars are crafted through a detailed process that involves selecting high-quality ingredients, working with our dedicated team, and fine-tuning the recipes. One of the challenges is balancing flavors and textures to ensure each bar meets our vision. The artistic presentation also requires careful attention to detail.
Photo provided
Fix is well known for its love of vibrant colors, which extends to both their bars and their packaging.
How do you explain the sudden increase in demand?
Our success can be largely attributed to our unique concept and high-quality products, but a pivotal moment was when a viral TikTok video showcased our bars. This sparked widespread interest and curiosity, leading to more people discovering Fix. Additionally, the emotional connection people have with our flavours, combined with strong word-of-mouth and social media engagement, has significantly contributed to our growth.
How are you planning to respond to this surge in popularity?
We’re working on scaling our production while maintaining quality standards and meeting demand. This includes expanding our team and possibly looking into new production methods.
The original Dubai chocolate from Fix is not easy to come by. In Dubai itself, their products are only available via the food courier service Deliveroo, going for around €16 a piece; there are no retail outlets. An order window opens twice a day in their online store – which doesn't stay open long. Any available bars are usually sold out within a few minutes. There are numerous imitations that are also available offline. The Falstaff editorial team received an authentic Fix bar: Its characteristic blend of textures and flavors delights even the most discerning palates.
Do you plan to offer your products on the international market?
Yes, we’re looking into international expansion. The unique flavors and experience we offer could resonate with a broader audience, but we’re focused on maintaining our quality and brand identity. Stay tuned for more developments!
Are any new varieties planned?
Absolutely! We’re always experimenting with new flavors and combinations. Our goal is to keep our lineup fresh and exciting.
What about vegan or allergy-friendly options?
We understand the importance of inclusivity in our products. We are exploring options for vegan and allergy-friendly bars to cater to a broader audience while ensuring that we maintain the same level of quality and taste.
Thank you for the for the interview, Sarah Hamouda.
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