Latest news with #Catis
SBS Australia
29-04-2025
- Entertainment
- SBS Australia
Meet the chef who created the viral Dubai chocolate
His humble, unassuming demeanour wouldn't give away the fact that he's responsible for millions of dessert dreams. But Dubai-based chef Nouel Catis exudes a quiet confidence that is telling. Catis, who works as a culinary consultant after decades as a chef in five star hotels and restaurants around the world – including at the Burj al Arab, often considered the pinnacle of hospitality – is the pro who was tasked with coming up with a 'chocolate that is also a dessert' back in 2023, by the founder of Dubai-based dessert atelier, Fix Chocolate . Speaking about his inspiration behind the Dubai chocolate bar, Catis tells SBS, 'As a chef, my role is to come up with a plan, a thought process, formulate a recipe where you put things together based on what people believe could be interesting, and make it a solid idea. 'Out of all the ideas we were discussing, I picked these ingredients because I'm all about the UAE or Middle Eastern heritage being captured as a chocolate or as a dessert, that's my USP. Of course, the chocolate went through a lot of changes since it was conceptualised, and lots of innovations to become what it is right now.' The creation shot to instant fame thanks to some social media magic – it was unashamedly created for Instagram, with its vivid visual appeal – first locally, then globally. And the craze doesn't show any sign of letting up, even fuelling a global pistachio shortage! According to the , prices have surged from $7.65 to $10.30 a pound in one year. Having prompted a series of 'dupes' around the world – including here in Australia and, reportedly, biggies like Lindt jumping on the trend, it appears everyone wants the unlikely taste of chocolate with pistachio paste, tahini, and the pastry crunch of Middle eastern dessert knafeh through it, no matter what the cost. Explaining that the creation is an ode to the flavours of the region, Catis says, 'I decided to put these flavours together inspired by the idea of nostalgia. It's not a common thing to use in desserts, but I noticed that in Lebanon, people enjoy eating dates and tahini together. The flavours resonated with me personally too. I've been living in the UAE for 16 years, and I enjoy Middle Eastern desserts – especially kunefeh. That's what triggered the thought process of creating something unique.' Catis has since parted ways with the Fix chocolate – who only sell their chocolate through Instagram at fixed times during the day via delivery app Deliveroo, the 'hard to get' strategy adding to the chocolate's allure. In the meantime, he has opened his own boutique chocolatier, Sna'ap, offering something similar - but taking things to the next level, with a focus on pure, premium ingredients. Named after the sound the chocolate is supposed to make when cracking a bar open, he sells them via Instagram and out of a pop-up chocolate bar on a popular waterfront promenade in Dubai. 'Blending the flavours of the Middle East, with say, the European or Western, and making it relatable to this community, that has always been at the forefront of our creations,' he says. 'My focus is all about showcasing the flavours of the UAE to the world, that has always been my reason for doing this. Not only Emirati flavours, but other flavours too – because we have so many different cultures here in Dubai… we have Indian, Filipino, French, British, so many… 'But our point of difference at Sna'ap is keeping things as pure as possible. You don't want a chocolate with a lot of mystery ingredients in it!' To that end, he has continued to innovate with flavours like strawberry fields (white chocolate infused with freeze dried strawberry), Kadak chai (cardamom flavoured), salted caramel camel chocolate and to mark Ramadan in 2025, ube baklava – a true expression of Dubai's multiculturalism. 'Sna'ap is all about being creative, and also respecting heritage,' he continues. 'But I want this to be more than just a viral chocolate. It has to be something that you crave for every day. You can buy it anytime and you enjoy it as a snack basically. It's a new nostalgia.' Wondering where to buy Dubai chocolate in Australia? Unfortunately, the OG can only be purchased in Dubai, but you can find multiple local versions in stores around Melbourne and Sydney, and online. Jason Atherton's Dubai Dishes Watch now Share this with family and friends
Arabian Business
28-04-2025
- Business
- Arabian Business
EXCLUSIVE: Creator of viral ‘Dubai Chocolate' recipe says he was written out of global success story
The Filipino chef who co-created Dubai's viral pistachio kunafa chocolate has revealed he was an original investor in the venture before stepping away—only to watch the product achieve global recognition without him. Chef Nouel Catis, a dessert specialist with 16 years of experience in the UAE, said in an exclusive interview with Arabian Business that he co-developed the confection for FIX Dessert Chocolatier and helped purchase equipment to launch the brand. However, he exited the business arrangement before it went viral. 'It was really the intention to have an equal partnership, where I put my money into the technical side, the operational side, while she [Sarah Hamouda] does the branding [and] marketing,' said Catis, referring to FIX's founder. Catis said he felt disappointed at being excluded from the brand's public narrative as its success grew. 'If I'm paid for my work as a consultant, I don't expect credit. But if it's a collaborative project—something we developed together—then [credit] should be given,' he said. Much of FIX's origin story, widely reported as stemming from Hamouda's pregnancy cravings, remains intact. Catis confirmed she was pregnant during their partnership but noted, 'Chefs are there because if you don't have the skill set, they're there to make things happen.' He added that the growing media attention around the brand risks diminishing the role of professional chefs. 'It's kind of saying to chefs that their profession isn't something you work hard on. We need to validate that chefs have worked to become who they are,' he said. Intellectual property lessons from viral success The pistachio kunafa chocolate bars—blending nut cream and pastry inside a thick chocolate shell—exploded in popularity in 2024, triggering pistachio shortages and global imitation. As FIX's profile rose internationally, Catis said he found himself largely omitted from the public narrative, despite creating the signature recipe and investing in the initial production setup. 'The main takeaway for me was, because of what happened, I became a wiser person,' he said, urging culinary entrepreneurs to prioritise legal clarity. 'If you have to start a business with a friend or family member, you have to do what is right from the start, which is doing paperwork.' According to Catis, the two initially registered the business as partners with local authorities, but that registration was allowed to lapse. In 2022, Hamouda went on to trademark the brand independently, around the time Catis shifted into more of a support role rather than continuing as a partner. He said the arrangement gradually dissolved without a formal discussion. From Jordan to Dubai Catis's passion for Middle Eastern flavours began in Jordan, where he was first introduced to authentic Nabulsi kunafa. 'I fell in love with Arabic desserts and food. It just made sense for me when I was in Jordan, that I should continue my journey in the Middle East,' he said. Before the rise of 'Dubai chocolate,' Catis had already made a name for himself as a dessert innovator across the Gulf, contributing to several brands including Kuwait's Choco Melt. 'This isn't the only thing I've made viral—but it's the only one that made it global,' he said. 'Most of my clients are Kuwaitis. I've done a lot of famous recipes in the Middle East.' He recalled the painstaking early days of FIX, making chocolate bars by hand and delivering them to friends, influencers, and family for feedback. The process caused physical strain and eventually led to investment in tempering machines and custom molds to meet demand. 'I was making 28 bars at a time. It was very difficult,' he said, describing the 200-gram signature bars as 'thick and iconic.' Despite the challenges and the outcome, Catis said he bears no ill will toward the product's imitators. 'I've worked on so many brands that became iconic, and they all got copied. I'm okay with it, because it shows the idea works.' The Dubai chocolate phenomenon has had a noticeable impact on global markets, with pistachio prices reportedly rising from $7.65 to $10.30 per pound. Iran increased pistachio exports to the UAE by 40 per cent to meet surging demand. Catis's new venture, Snaap DXB, sold out its initial 3,000-bar batch within two days of launch in October 2024. The brand opened its first physical store in Dubai's Marsa Boulevard in February 2025. He now hopes to position Snaap as a homegrown UAE brand with global aspirations. 'It's a brand that can probably say it's made in the UAE, and it will represent the UAE to the world,' he said.
Gulf News
27-04-2025
- Entertainment
- Gulf News
From Dubai to Salalah: Filipino chef adds Omani twist to viral Dubai chocolate
Dubai: Dubai-based Filipino chef Nouel Catis, the creative force behind the viral pistachio kunafa chocolate, is now taking his artistry to Oman's Salalah with a tempting new creation. Inspired by the rich flavours and heritage of the Dhofar region, his latest offering uses local ingredients such as aromatic frankincense and a sweet coconut katayef dessert mixture. 'Expect the unexpected,' Catis said. 'We've taken the original essence of Dubai Chocolate – decadent, layered, and nostalgic – and infused it with Dhofar's unique identity. The coconut-frankincense katayef bar captures the lushness of Salalah through creamy coconut gianduja, hints of roasted coconut and pistachio, and the sacred note of frankincense.' Catis underlined that this is not just a twist but a reinvention that bridges two rich cultures in a single bar. 'You'll taste something familiar, yet entirely new.' 'Cultural storytelling' Following his recent collaboration with AF Hospitality's restaurant brands in Manila, Catis will be partnering with Al Baleed Resort Salalah by Anantara for this special project. 'This collaboration is a beautiful continuation of my journey in using desserts as a medium for cultural storytelling,' he said, noting that the special creation is designed for the Khareef season – the monsoon period in southern Oman. 'It's not just about crafting chocolates or desserts – it's about translating the heritage, aromas, and flavours of the region into something guests can experience and remember.' The new signature chocolate – along with another creation, a Coconut Malva Cake – will be available at the resort's Al Mina beachside venue from June to August. Andrea Orru, general manager of luxurious resort, expressed excitement about the collaboration.
