FIX Dessert founders win Dubai-it Award for turning home kitchen into global chocolate brand
Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, announced on Saturday that FIX Dessert, the home-grown brand behind the viral Dubai Chocolate trend, has won the Dubai-it Award in the business projects category.
The Crown Prince praised founders Sarah Hamouda and Yezen Alani for transforming a home-based venture into an international success, sparking a chocolate trend now seen in markets worldwide.
Sales surge and global reach
In a post on X on 24 October, Sheikh Hamdan highlighted that sales of Dubai-style chocolate had surged by 1,234 percent in a single year. Products inspired by the trend are now available in more than 100 airports and numerous retail outlets globally, demonstrating how a confectionery brand born in Dubai has reshaped an entire product category.
“We announce that the Dubai-it Award for Projects in the Business Category goes to FIX Dessert, which introduced ‘Dubai Chocolate’ to the world,” Sheikh Hamdan wrote. He credited Hamouda and Alani with turning a small enterprise into a globally recognised business. “This is the spirit of Dubai-it: transforming a simple home-based business into a global success. Congratulations to the FIX Dessert team,” he added.
From home kitchen to international phenomenon
FIX Dessert gained international fame for its chocolate bars filled with pistachio cream and crispy knafeh, combining familiar Middle Eastern flavours in a product that went viral on social media. The business began in a Dubai home kitchen before growing into a widely recognised brand. Its signature bar, “Can’t Get Knafeh of It,” inspired a wave of similar products worldwide, with retailers and confectionery manufacturers launching their own versions of Dubai-style chocolate.
FIX has since expanded its presence beyond Dubai, including at Singapore’s Changi Airport and Harrods in London.
Recognising speed and innovation
The Dubai-it Award was launched in June 2026 under Sheikh Hamdan’s directives to recognise individuals, businesses, institutions and projects that turn ambitious ideas into measurable achievements through speed, excellence and innovation. The award is part of the wider Dubai-it initiative introduced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to promote the emirate’s approach to delivering exceptional results. The initiative aims to encourage businesses and institutions to move beyond conventional practices, translating bold ideas into tangible achievements with wider economic and social impact.
