Latest news with #YezenAlani
Arabian Post
2 days ago
- Business
- Arabian Post
Dubai Chocolate Maker Gears Up For Secret Flavour Reveal
Dubai's FIX Dessert Chocolatier confirmed it will unveil a new chocolate bar at Mall of the Emirates this Friday, June 13, launching a three‑day pop-up from 10 AM until midnight through Sunday, June 15. The brand, already famed for its pistachio‑and‑knafeh‑filled 'Dubai Chocolate' bars, has withheld details on the new variant, teasing only that it draws from 'childhood memories'. Shoppers will also encounter interactive games, prize giveaways and brand‑curated surprises during the activation. FIX burst into public consciousness in 2024 with its flagship 'Can't Get Knafeh Of It' offering—a milk‑chocolate bar stuffed with pistachio cream, tahini and Kataifi pastry—that fans broke open on camera, generating global virality. Its founders, Sarah Hamouda and Yezen Alani, launched the venture in 2021 after Hamouda's confectionery cravings inspired an experimental treat combining knafeh and chocolate. The snack quickly gained popularity online, particularly via TikTok, where influencers showcased its crunchy‑creamy texture. The Mall of the Emirates event marks the first public debut of the new flavour and further solidifies FIX's position as a trend‑setter. The company has recently expanded its presence, reopening at Dubai International Airport Terminal 3 to capture travellers seeking last‑minute indulgences. Earlier this year, the novelty of its viral bar paved the way for imitator products in global markets: Costco's frozen pistachio‑cream‑filled chocolate bar debuted in the US in April, while Knipschildt Chocolatier in Connecticut released a supersized 1.2‑pound chocolate bar based on FIX's creation. ADVERTISEMENT FIX's signature bars feature a thick milk‑chocolate shell encasing a vibrant green pistachio‑cream and kataifi filling—a combination of creamy, nutty and crunchy textures that perfectly fits the 'crackle and pull' videos dominating social media. The brand also offers niche flavours such as 'Can't Get Knafeh Of It – Midnight Edition' and playful variants like Karak Latte‑ and Pretzel‑inspired bars. The new flavour launch arrives against a backdrop of intensifying demand for pistachio and Middle Eastern‑inspired desserts. Apart from FIX's dominance, mainstream food brands have embraced the flavour: Starbucks experimented with a Dubai Chocolate‑style drink in the US, featuring iced matcha or coffee with pistachio sauce and chocolate cream cold foam, though reviewers found it fell short of the bar's distinctive crunchy essence. Meanwhile, Costco's exclusive frozen pistachio bar from Afters Ice Cream has reportedly sold well, gaining attention from influencers and shoppers. Knipschildt's luxury 1.2‑pound version, priced at $50, demonstrates how premium chocolatiers are tapping into the trend, emphasising high‑quality chocolate and home‑made pistachio cream to echo FIX's flavour profile. Consumer interest in Middle Eastern flavours is rising, with pistachio‑based desserts appearing in menus across Shake Shack, Dunkin', Aldi and Lidl as of this spring. Market analysts point to a supply chain bottleneck following the surge in cocoa and pistachio prices, which paradoxically benefits FIX's formulation—it reduces reliance on expensive ingredients by incorporating kataifi and pistachio paste into chocolate bars. That cost‑management tactic, combined with viral marketing on social media, allowed FIX to ride the wave of influencer‑driven phenomenons without a large promotional budget. Factory production has scaled up, yet FIX still limits online deliveries to Dubai and Abu Dhabi, warning customers about counterfeit products and inflated secondary‑market prices. That strategy has only fed the desirability of the original, prompting collectors and fans to visit in person or purchase through authorised Dubai channels. ADVERTISEMENT During the June 13‑15 launch, FIX's pop‑up will sit alongside other summer activations at Mall of the Emirates, a hub for both premium shopping and experiential events. The brand anticipates strong demand as foot traffic amplifies the hype around the mysterious new flavour, especially in light of its vague promotional language and scarcity strategy. Local food‑industry commentators have described FIX's influence as a case study in the fast evolution of viral gastronomy. The emergence of Dubai Chocolate in global mainstream retail signals the capacity for hyper‑specific products—rooted in local culinary tradition—to scale globally through social media dynamics. Analysts note that imitation follows swiftly, with brands racing to replicate the texture‑first experience that initially defined FIX's bar. Hamouda, in a March interview, revealed that demand spiked overnight: orders in 2024 jumped from sporadic to hundreds per second after the bar went viral online. That scale pressured the company to balance artisanal quality with commercial viability, prompting factory expansion and tighter quality controls to preserve the brand's visual and taste signature.
Express Tribune
21-04-2025
- Business
- Express Tribune
Dubai chocolate trend disrupts pistachio supply chains worldwide
Listen to article A viral chocolate bar originating in Dubai has triggered a global shortage of pistachio nuts, causing prices to surge and putting pressure on confectionery supply chains worldwide. The product, Can't Get Knafeh Of It, was created by FIX Dessert Chocolatier, a UAE-based brand founded by British-Egyptian entrepreneur Sarah Hamouda and her husband Yezen Alani. Launched in 2021 and inspired by Hamouda's pregnancy cravings, the chocolate bar combines milk chocolate, kataifi pastry, and a pistachio cream filling, referencing the popular Middle Eastern dessert knafeh. While initially a niche item, the bar became a global sensation after a TikTok video posted in December 2023 went viral, amassing over 120 million views. The surge in international attention rapidly increased consumer demand for pistachio-filled chocolates. Industry sources report that pistachio prices have risen from $7.65 to $10.30 per pound within a year. Giles Hacking, a representative from UK-based nut trading firm CG Hacking, told the Financial Times that the price surge reflects not only heightened demand but also supply limitations. Pistachio producers have already been dealing with setbacks. A reduced harvest in the United States, the world's largest pistachio exporter, led to a shift toward selling in-shell whole nuts, further reducing the availability of shelled kernels used in chocolate production. Iran, another major exporter, has responded by increasing pistachio exports to the UAE by 40% in the six months to March. Retailers in several markets have begun rationing the sale of pistachio-based chocolate products as suppliers struggle to meet demand. Industry players say the phenomenon has taken them by surprise. Charles Jandreau, general manager of Prestat Group — which owns several luxury British chocolate brands — noted that 'it feels like it came out of nowhere.' Major chocolate manufacturers such as Lindt and Läderach have introduced their own versions of pistachio-based confections but are facing similar supply issues as they compete for limited raw materials. The shortage underscores the increasing influence of social media on global consumer behaviour and commodity markets. What began as a local product in the UAE has quickly reshaped trends in the luxury chocolate industry and strained the global supply of a key ingredient. FIX Dessert Chocolatier continues to sell the product exclusively within the UAE, but its international impact highlights how viral marketing can drive demand beyond the capacity of traditional supply chains.
Campaign ME
17-04-2025
- Entertainment
- Campaign ME
MENA's playful creativity: The secret to global branding success
The brand building playbook for MENA's most ambitious brands and marketeers has profoundly changed. In part this is down to the emerging and in some cases established creative forces in the region that have merged authentic local culture to global culture through a digital and social-first ecosystem in which ideas, trends, fashions and ideas can be amplified at speed and transcend borders. Look beyond the established international giants like Etihad and Emirates, and you'll see a new wave of brands with credibility and resonance on the global stage. Sarah Hamouda and Yezen Alani are making waves in the chocolate world with their FIX chocolate bar, Mona and Huda Kattan are taking over the world of beauty and Nusr-Et are elevating steakhouses internationally. But the real secret sauce to much of this is found in the power of embracing playfulness. Playfulness, humour, wit – these are the language of meaningful connection, empathy and love. For brands who want to hook into the hearts and heads of audiences at a deeper level, playfulness has a profound effect. I've worked in the region for over a decade and through that time there were some moments where brands used playfulness and humour to connect. Qatar Airways' in-flight safety films being a good example. But often, many brands could appear beautiful but somewhat earnest on the global stage. But the data for playful creativity is clear. Oracle interviewed 12,000 consumers across the world for The Happiness Report and a staggering 96 per cent said they preferred brands to be funny and 83% would follow a brand if it's funny on social. But what about marketers? That's where the smile fades. Globally, marketers admit that only 14 per cent of their brand' offline ads and 16 per cent of their online ads actively use humour, and only 9 per cent said their brand is humorous on social. And for the small percent of marketers who are embracing a greater sense of playfulness, wit and humour is driving growth and results. Saudi travel company Almosafer has dropped a series of laugh-out-loud commercials and is enjoying a 40 per cent increase in domestic flight bookings and room bookings. English language app Cambly has made a name for itself globally and in the Middle East by leaning into the comedy of linguistic misunderstanding, triggering an additional 60 million dollars of investment. So what's going on? While the agencies and creative partners must be applauded for their work, one thing that should not be ignored – and that is that the brand and marketing teams themselves are pushing beyond their comfort zone. Being able to play with ideas, push things a little more – this opens up new possibilities. It breaks new ground and often reveals a humanity and level of insight that captures a far more engaging narrative with the audience. Building brands is a serious business. And whether it's Dubai, Abu Dhabi or Doha – the ambition and intent to grow serious players on the global stage is as profound as anywhere on earth. The good news for the ambition is that those that are putting playful creativity at the heart are leading the charge. Remember the old saying…if they're not smiling, they're not buying. By Stephen Corlett, CEO of 180 Amsterdam
Express Tribune
17-04-2025
- Business
- Express Tribune
Creators of viral 'Dubai chocolate' call out copycats for damaging their brand
The creators of the wildly popular 'Dubai chocolate' bar, Can't Get Knafeh of It, are speaking out against a wave of supermarket knockoffs they say are not only diluting their brand, but also confusing customers and undermining their success. British couple Yezen Alani and Sarah Hamouda, founders of FIX Chocolatier, first launched the luxurious pistachio-and-knafeh-filled bar in the UAE in 2022. Initially a passion project born out of their love for premium Middle Eastern flavours, the bar skyrocketed to global fame after going viral on TikTok—where users began raving about its unique texture, bold taste, and unmistakable green hue. The bar's appeal quickly broke beyond the food world. It became a luxury status symbol on social media, featured in everything from unboxing videos and travel vlogs to beauty influencer hauls, often paired with designer bags, manicures, and 'soft life' aesthetics. Content creators flew to Dubai just to film themselves trying the bar. Some even labelled it 'the Birkin of chocolates.' As demand exploded, FIX scaled from a one-person operation to a full team of 50, now producing around 500 bars a day. But the couple are facing a bittersweet reality: their viral success has opened the floodgates for mass-market giants to roll out copycat versions. Brands like Nestlé, Lindt, Lidl, and even Selfridges have launched their own pistachio-knafeh chocolates, many selling out in minutes—often at lower price points. Yezen shared his frustration in a recent BBC interview, explaining how these imitations can mislead customers: "The dupes are very frustrating because people are trying knockoffs, which damages our brand." He and Sarah worry that customers trying the supermarket versions may assume they reflect the same quality and craftsmanship FIX has become known for. In truth, FIX's bars are meticulously handcrafted using premium ingredients, and their recipe remains tightly guarded. To maintain the exclusivity and artisanal integrity of their product, the couple now limit sales to two short daily windows via a dedicated app. This system helps manage demand while preserving the high-end, limited-edition aura the bar has become famous for. Despite the challenges, FIX Chocolatier has no plans to compromise. Instead, the couple continue to expand thoughtfully—looking into collaborations and controlled retail growth while fiercely protecting the brand they built from scratch. With its viral clout, aesthetic appeal, and the ongoing buzz on TikTok and Instagram, Can't Get Knafeh of It has proved to be more than just a dessert—it's a global phenomenon. But as FIX Chocolatier's founders have learned, viral fame can be a double-edged sword.
