Discover the woman behind Dubai's viral, super-chunky chocolate bars

On TikTok, chocolate bars that are gooey, crunchy, and packed with flavor are taking the internet by storm.

Filled with unexpected ingredients like filo pastry, vanilla custard, and tea with biscuits, these hefty chocolate bars are the creation of Fix Dessert Chocolatier.

We pour love, time, and effort into every bar,” says Sarah Hamouda, founder of Fix. She emphasizes: “It’s not just a chocolate bar; it’s an experience.”

A British Egyptian entrepreneur, Sarah Hamouda, launched the brand in 2021 while living in Dubai, initially as a side project. Inspired by her pregnancy cravings, she set out to reinvent the traditional chocolate treat.

The bars have gone viral, with an ASMR video by TikTok food influencer Maria Vehera eating one in her car racking up over 56 million views. Since then, countless fans have shared their own reactions or tried to recreate the bars at home.

The attention surrounding the brand has been “incredible,” says Hamouda, noting that Fix’s daily orders skyrocketed from just a handful to 500.

“Honestly, I never imagined this would go global,” Hamouda admits. She’s received messages and video replies from people all over the world, from Canada to Argentina to Romania. “It’s surreal,” she says.

Bursting with flavor

Each bar is handmade, complete with vibrant designs painted by hand, so the team can only produce a limited quantity.

“For me, maintaining the quality and freshness of our ingredients is key,” Hamouda explains. She reveals the secret to her bars lies in the unique mold she uses to shape the chocolate and fill it with rich fillings.

The charm of Fix's bars also lies in their inventive names, which Hamouda’s husband creates, alongside the distinct Middle Eastern flavors such as dates, karak (spiced tea blend), and knafeh — a traditional Arabic dessert with shredded pastry, pistachios, sweet cheese, and syrup.

The diverse, expat-filled population of Dubai inspired some of the bar flavors, like the white chocolate “Mind your own Buiscoff” filled with crunchy Lotus cheesecake spread, or “Cereously Chewsy,” a milk chocolate bar stuffed with Nutella fudge brownies, custard, and cereal.

A sweet surge in demand

FIX, which stands for 'freaking incredible experience,' is currently exclusive to Dubai. However, its newfound global fame has created a significant challenge.

“Meeting the demand has certainly been tough,” says Hamouda.

Since the video went viral in February, the business has expanded from just Hamouda and her husband working out of their home to a 10-person team in a rented kitchen.

While it's a fortunate dilemma, Hamouda acknowledges some online backlash, with customers frustrated by the limited availability and accusing the hype of being a mere marketing stunt.

The scarcity of the bars has sparked a wave of imitation, with many candy bars marketed as “Dubai’s viral chocolate” popping up on online retail platforms, and home bakers attempting their own versions. While some may see this as competition, Hamouda feels honored. “We get messages from people saying, ‘thank you for inspiring us to be creative at home,’ and that’s something I’m really proud of,” she shares.

The frenzy to taste the one-of-a-kind flavors and textures has even sparked a “chocolate black market,” with bars appearing in South Africa at steep prices.

Hamouda is humbled by the overwhelming response and teases that Fix is planning to expand internationally soon. “We have so much in store,” she says. “Every trend has its time, but we’ve only just scratched the surface. This is just the beginning for us.”