Inside the Mind of Sarah Hamouda

The Origin Story

The concept was born in 2021 while Sarah was pregnant. She found herself craving bold, nostalgic Middle Eastern flavour combinations that she couldn't find in regular chocolate.

• That craving inspired her to experiment with dessert flavours like knafeh, pistachio, and tahini inside chocolate.
• The goal was to recreate specific cultural memories through sweets.

• It mixes unique textures, flavours, and cultural memories.
• Every element is designed to evoke a specific feeling of nostalgia and luxury.

On Viral Fame

The brand's explosive popularity, driven by social media videos, was described by Sarah as "surreal" and "unreal".

• She didn't expect it to become global.
• However, it showed that people were craving something bold and different.

Vision for the Brand

In interviews, she emphasises staying true to quality and the FIX ethos.

• Creating memorable, joy-giving chocolate experiences.
• Growing thoughtfully without compromising what made the chocolate special.

In short, Hamouda frames the viral Dubai chocolate not just as a trendy product, but as a creative expression born from personal inspiration, cultural influences, and a desire to reinvent how chocolate can taste and feel.