Dubai-based FIX Dessert Chocolatier has won the Dubai-it Award in the Projects in the Field of Business category, recognising the brand’s rise from a homegrown venture to an international name behind the viral Dubai Chocolate trend.
Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum announced the award on October 24, highlighting the success of the brand founded by Sarah Hamouda and Yezen Alani.
The announcement comes as Dubai Chocolate continues to attract international attention. Sales of Dubai-style chocolate surged by 1,234% in one year, according to figures shared by Sheikh Hamdan. Products inspired by the trend have reached markets worldwide and are now available at more than 100 airports.
From a Dubai home kitchen to global recognition
FIX Dessert built its reputation around chocolate bars that combine familiar confectionery with distinctive Middle Eastern flavours and textures. Its best-known creation, “Can’t Get Knafeh of It”, features chocolate filled with pistachio cream and crispy knafeh pastry.
The combination helped the product stand out online, where videos showcasing its filling and texture attracted widespread attention. As interest grew, Dubai Chocolate became recognisable to consumers around the world, prompting confectionery makers in other markets to introduce their own versions of pistachio-filled chocolate.
FIX Dessert has since expanded beyond the UAE, reaching international destinations including Singapore Changi Airport and Harrods in London.
Figures reported in connection with the award indicate that the company reached more than two million customers and sold over 6.5 million pieces in 15 months. The figures reflect the scale of its growth as demand for Dubai-style chocolate spread across markets.
Social media fuels the Dubai Chocolate trend
Social media played a major role in taking Dubai Chocolate beyond its original audience. Short videos featuring the chocolate’s shell, colourful pistachio filling and crispy knafeh centre introduced the product to viewers worldwide.
The hashtag associated with Dubai Chocolate reportedly generated 13.8 billion views in three months, demonstrating the scale of attention the trend attracted online.
Its popularity has also influenced the wider confectionery market. Brands in different countries have developed products inspired by the combination of chocolate, pistachio and knafeh, while retailers have responded to growing consumer interest in the Dubai inspired treat.
Although the trend now extends beyond one company, FIX Dessert remains closely associated with its rise. Its signature bar helped popularise the flavour combination that many consumers now recognise as Dubai Chocolate.
The reported 1,234% increase in sales highlights the trend’s commercial impact, while the brand’s expansion into international retail destinations shows how a product developed in Dubai can reach customers far beyond the UAE.
What the Dubai-it Award recognises
The Dubai-it Award recognises projects in the business sector and forms part of a wider initiative launched under the directives of Sheikh Mohammed bin Rashid Al Maktoum. The initiative aims to encourage ambition, quality, speed and measurable achievements across different fields.
The award highlights projects that turn ideas into tangible results, recognising businesses and initiatives that demonstrate impact and growth potential.
FIX Dessert’s win puts the spotlight on a locally developed business that has gained international recognition through its distinctive product and growing consumer demand. Its journey also illustrates how product innovation and digital visibility can help a small venture reach new markets.
From its beginnings in Dubai to its presence at major international destinations, FIX Dessert has become one of the best-known names associated with Dubai Chocolate. Its award comes as the trend continues to influence the global confectionery market, putting a Dubai-born creation at the centre of a wider shift in consumer tastes.