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Arabian Business
04-04-2025
- Business
- Arabian Business
‘I have no interest in that': Viral Dubai chocolate a ‘gimmick', Bread Ahead boss says
While Dubai's chocolate-pistachio-kunafa treat is currently taking social media by storm, Bread Ahead founder Matthew Jones has dismissed the fusion of these viral flavours into other desserts as merely a 'gimmick.' Jones, who runs one of London's most popular artisan bakeries emphasised that his bakery — now expanding across the Middle East with its own hit creme brûlée doughnuts — would continue prioritising traditional methods and 'real flavours' over following trends. 'I personally have no interest in that. It is just a gimmick – we are a traditional business, so we stick with real flavours and seasonality, as well as consistency in what we do. We do not develop things for the sake of it, and just because somebody else is doing something, does not mean we also should,' Jones told Arabian Business in an exclusive interview. His comments come as the viral Dubai chocolate continues to dominate social media, with influencers and food bloggers experimenting with new ways to incorporate its signature flavours into creative confections, and were made on the sidelines of Bread Ahead's third Dubai location opening at City Centre Mirdif. Bread Ahead boss welcomes 'healthy' competition amid Middle East expansion But where does Jones' Bread Ahead fit among local, upcoming artisan bakers like bkry, Home Bakery and more? 'We are quite unique in what we do. There is such a huge market for bakery offerings right now, and it's healthy competition – so it's good, I love to see them,' he said. Nevertheless, Bread Ahead is rapidly establishing itself as a major player in the Middle East's premium baking scene, with three Dubai locations already serving its famed doughnuts. 'Dubai is such an important city, you know, it is that real crossroads between Europe, Asia and India. There are so many people who come through Dubai – it is just growing and growing. It's really seen as the hub of the Middle East,' Jones said. 'We have identified that demand for it, [Bread Ahead] is very good among the local community, and there are a lot of Emiratis who actually live in Mirdif, so we always try and get a mix of both local and expat customers.' The bakery currently operates nine locations across Dubai, Riyadh, and Jeddah, with plans to reach 12 locations and three bakery schools by mid-2025. 'We are looking at Abu Dhabi and Sharjah,' Jones revealed when asked about plans to expand in other Emirates. 'We will open 10 locations here for sure over the next two to three years,' he said, adding that more staff would be recruited along the way as well. Local ingredients drive success at Bread Ahead Aside from its famed doughnuts, artisan sourdough breads, and pastries, Bread Ahead incorporates local flavours such as Za'atar into its menu offerings. 'We create seasonal specials and are always developing new products, which is why we are seeing huge demand and opening more outlets,' he said. However, Jones also wants his customers to be aware of what Bread Ahead stands for. 'The education element of what we do is very important—we run bakery workshops and other initiatives as part of our mission to get people baking, to help them understand food, and to appreciate the creativity behind baking,' he concluded.
What's On
18-03-2025
- Entertainment
- What's On
8 Palestinian brands & UAE businesses supporting Palestine
Rooted in love, crafted for change… From the heart of Palestine, shop unique, handcrafted pieces and Palestinian brands that help local artisans thrive. Or, support UAE and international brands that donate proceeds to support Palestinian communities. Either way, your purchase makes a difference. Here are 8 Palestinian brands & UAE businesses supporting Palestine in 2025. From Palestine, with love Sliman Mansour Sliman Mansour is one of Palestine's most celebrated artists, known for his powerful and striking works that reflect Palestinian culture and history. His art, often featuring themes of land, identity, and history, has played a crucial role in shaping the Palestinian visual art movement. Mansour's unique approach and dedication to his craft have earned him recognition both locally and internationally, earning him recognition worldwide for his distinctive approach and deep connection to his roots. Nol Collective Nol Collective brings Palestinian craftsmanship to the forefront by working directly with local women's cooperatives, family-run sewing workshops, and artisans across the West Bank and Gaza. From the hills of Jerusalem to the streets of Ramallah and Bethlehem, they support traditional techniques like tatreez (hand embroidery) and handwoven Majdalawi fabric. This partnership ensures that each creation not only tells a story of Palestinian heritage but also empowers local artisans. The collective's designs celebrate the beauty of slow fashion, using time-honoured methods that have been passed down through generations. Canaan Palestine Canaan Palestine focuses on sustainable farming and the preservation of Palestine's unique ecosystems by collaborating with like-minded companies. Their network of local farmers cultivates a diverse range of crops, from olives and almonds to thyme, oregano, and carob, all harvested with care for the environment. Canaan's products, including olive oil, wheat, and Za'atar, showcase the rich biodiversity of the region while promoting sustainable practices. By supporting local farmers, Canaan ensures that the flavours and ingredients of Palestine are not only preserved but also shared with the world. Hirbawi For decades, the Hirbawi factory has been the heart of authentic Kufiya production since 1961, weaving this iconic symbol of Palestinian identity with precision and care. Once worn by farmers, the Kufiya has evolved into a powerful emblem of Palestinian pride and heritage. Now worn globally as a symbol of solidarity with Palestine, each piece from Hirbawi not only supports local artisans but also helps preserve a craft passed down through generations. More than just a garment, the Kufiya makes a powerful statement of heritage, resistance, and style, adding depth to any outfit. Darzah Darzah is a non-profit fashion brand that celebrates Palestinian craftsmanship through its collection of handmade products. At the core of their creations is tatreez, a traditional embroidery technique passed down by generations of Palestinian women. Darzah works to empower women in the West Bank by offering fair wages, skill-building opportunities, and training in the art of embroidery. The brand collaborates with local artisans in Al-Khalil to produce 100% handmade shoes, bags, and apparel, using locally sourced leather from family-run businesses. By purchasing from Darzah, you're supporting both the preservation of Palestinian heritage and the empowerment of local communities. Made in the UAE, for Palestine The Giving Movement Dubai-born and purpose-driven, The Giving Movement proves that fashion can be a force for good. This homegrown brand blends streetwear with sustainability, creating locally sourced apparel that gives back. A portion of every purchase goes toward humanitarian causes, including vital aid for Palestine. So, whether you're rocking their oversized hoodies or breathable activewear, you're wearing impact. Mishkah This stunning, cosy Palestinian-owned café in Al Quoz brings a taste of home to Dubai (literally). Mishkah does more than serve specialty teas, coffees, and desserts – it's also a go-to spot for high-quality Palestinian olive oil, herbs, and other Levant products. The café sources its olive oil straight from Palestinian groves, offering a refill station where you can stock up while enjoying specialty coffee and desserts. You're not just getting top quality olive oil – you're also directly supporting Palestinian farmers. Global support for Palestine Wear the Peace Wear the Peace is all about making a difference through giving back, offering a collection of tees, hoodies, and accessories you'll want to wear every day. Their Palestine collection ensures that 100% of proceeds go directly to Gaza, providing urgent aid, food, and water. With every purchase, you're not just adding to your wardrobe – you're supporting real change. Images: Instagram
