Fix Dessert Chocolatier is the Dubai brand that started the “Dubai chocolate” craze. It was founded in 2021 by British-Egyptian entrepreneur Sarah Hamouda and her husband, Yezen Alani, and its signature bar, Can’t Get Knafeh of It, filled with pistachio, tahini, and crispy knafeh pastry, went viral on TikTok in early 2024.
Fix Dessert Chocolatier: Quick Facts
| Brand | Fix Dessert Chocolatier |
| Founders | Sarah Hamouda and Yezen Alani |
| Founded | 2021, in Dubai |
| Signature bar | Can’t Get Knafeh of It |
| Filling | Pistachio, tahini paste and knafeh in milk chocolate |
| Viral moment | Early 2024, via a TikTok video by Maria Vehera |
| Where sold | Dubai, Dubai and Singapore airports, Harrods in London |
Who Founded Fix Dessert Chocolatier?
Sarah Hamouda and Yezen Alani moved from London to Dubai in 2015. Sarah launched Fix in 2021 as a side business; she has said pregnancy cravings pushed her to create something more exciting than a “typical” chocolate bar. “When we had our second daughter, that’s when it all started,” she told The National.
How Did Dubai Chocolate Go Viral?
In early 2024, an ASMR video by TikTok food creator Maria Vehera, eating a Fix bar in her car, took off. It was viewed more than 56 million times, according to CNN. At the time, Fix bars were sold only through Deliveroo in Dubai, with a daily cap that meant they sold out within minutes.
The bar became so famous that people around the world started calling it simply “Dubai chocolate,” and copycat versions appeared everywhere. “The world named it Dubai chocolate,” the founders say.
Where Can You Buy Fix Chocolate?
Fix now has stores at Dubai International Airport and Singapore’s Changi Airport, a concession at Harrods in London, and regular pop-ups in the UAE. Its range has grown to around 10 dessert bars plus seasonal editions.
Our Take
Fix shows how one product, one video and a bit of scarcity can create a whole new food category. The founders didn’t even have TikTok accounts themselves, which makes the story even better.
More brand stories: Who owns Bonne Maman? · Who owns Labubu? · Who owns Owala?
Frequently Asked Questions
Who owns Fix Dessert Chocolatier?
Fix was founded and is run by husband-and-wife team Sarah Hamouda and Yezen Alani.
What is in Dubai chocolate?
The original Fix bar, Can’t Get Knafeh of It, is milk chocolate filled with pistachio, tahini paste and crispy knafeh pastry.
When was Fix Dessert Chocolatier founded?
Fix was founded in Dubai in 2021.
Who made Dubai chocolate go viral?
TikTok food creator Maria Vehera, whose video of a Fix bar was viewed more than 56 million times.
Sources
- The National: Fix founders on creating the Dubai chocolate phenomenon (Jul 7, 2026)
- CNN via ABC17: Meet the woman behind Dubai’s viral chocolate bar (Jun 18, 2024)
Sources and Editorial Notes
Elivestory aims to use relevant sources, separate confirmed information from speculation and update important details when reliable new information becomes available.
Jaylin Khan
Jaylin Khan is an entertainment writer at elivestory.com who covers celebrity biographies, entertainment news, digital media and the latest pop culture trends. Drawing information from credible and trusted sources, she combines verified facts with thoughtful opinions to create engaging and informative articles for readers.
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