“We invest a lot of time and effort and put a lot of love into our food banks,” says Sarah Hamoudathe founder of Fix Dessert Chocolatier. The 38-year-old, who has lived in Dubai for nine years, founded her chocolate brand in 2021. Inspired by her cravings during pregnancy, the British-Egyptian entrepreneur wanted to create more than just a “typical” chocolate. Hamouda seems to have managed that, because while the brain behind the hype is hardly known, half the world seems to know their “Dubai chocolate”.
The chocolate, filled with pistachio cream and crispy dough threads, now costs 15 euros per bar in many places – limited special editions even more. But anyone who now believes that the price would stop most people from jumping on the trend train was proven wrong by the weekend at the latest.
The chocolate manufacturer “Lindt” attracted people across Germany by selling limited edition Dubai chocolate. There were around 1,000 pieces for sale in the Stuttgart branch – and at least as many people stood in line for hours for one of the tablets. But most people apparently don’t want to eat them, because the coveted sweets can be found for resale on platforms like eBay for ten times the purchase price.
Arah Hamouda: It’s quite fascinating to see the resale value rise so dramatically! While I appreciate the enthusiasm and demand for our chocolates, it’s a bit surreal to think that our creations are being treated as collectibles. However, I hope that those purchasing our products are doing so to enjoy them and share the experience with others, rather than just for profit. Our goal has always been to create joy through our desserts, so as long as they bring happiness to people, that’s what matters most to me.
Question 1: Sarah, could you tell us more about the concept behind Fix Dessert Chocolatier and how it came to be?
Sarah Hamouda: Of course! I started Fix Dessert Chocolatier in 2021 after an intense craving for something new and unique during my pregnancy that I couldn’t seem to find on the market. Having worked in the food industry for years, I knew I wanted to create something that would not only indulge my cravings but also reflect my passion for innovation and quality ingredients. I spent months experimenting in the kitchen, creating various recipes until I landed on this delicious combination of chocolate and pistachio cream with crispy dough threads that is now our signature product. We strive to provide customers with an elevated dessert experience and hope to continue surprising them with new flavors and creations.
Question 2: The Dubai chocolate craze has taken the world by storm. How do you feel about the sudden popularity of your creation?
Sarah Hamouda: It’s been an incredible journey! We never expected our chocolate to reach such heights of popularity so quickly. It’s heartwarming to see people enjoy our product and share it with others. We believe that good food has the power to bring people together, and we’re thrilled that our chocolate has become a global sensation. It’s amazing to see how something so simple can evoke such strong emotions and connections.
Question 3: The limited edition Dubai chocolate by Lindt has also gained popularity. How do you feel about other brands jumping on the bandwagon?
Sarah Hamouda: While it is flattering to see other brands acknowledge the popularity of our chocolate and create their own versions, we do hope that they credit us for the original concept and inspiration behind it. It would be nice if they could partner with us instead of just copying our recipe. We put a lot of time and effort into creating something unique, and we hope that others will respect that.
Question 4: The resale value of the limited edition Dubai chocolate on platforms like eBay is quite high. What are your thoughts on this phenomenon?
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