Fix Dessert Chocolatier wins Dubai-it Award as Dubai-style chocolate sales rise 1,234%

Fix Dessert Chocolatier won the Dubai-it Award in the business projects category, announced by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum on October 24, 2026. GulfNews reported that sales of Dubai-style chocolate rose 1,234 per cent in one year and that products inspired by the trend are now sold at more than 100 airports.

Sheikh Hamdan Names Fix Dessert the Winner

Sheikh Hamdan, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence and Chairman of The Executive Council of Dubai, praised founders Sarah Hamouda and Yezen Alani for turning a home-based business into an international success. In a post on X on October 24, he highlighted the growth of Dubai-style chocolate.

"We announce that the Dubai-it Award for Projects in the Business Category goes to FIX Dessert, which introduced 'Dubai Chocolate' to the world," Sheikh Hamdan wrote. He added: "This is the spirit of Dubai-it: transforming a simple home-based business into a global success. Congratulations to the FIX Dessert team."

Fix Dessert Chocolatier became known for chocolate bars filled with pistachio cream and crispy knafeh. Its signature bar, Can't Get Knafeh of It, helped inspire an international wave of similar products, with retailers and confectionery manufacturers introducing their own versions of Dubai-style chocolate. The brand has expanded beyond Dubai, including at Singapore's Changi Airport and Harrods in London.

The Dubai-it Award was launched in June 2026 under Sheikh Hamdan's directives to recognise individuals, businesses, institutions and projects that turn ambitious ideas into measurable achievements through speed, excellence and innovation. The award is part of the wider Dubai-it initiative introduced by Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

Fix Dessert's Airport and Delivery Expansion

According to akta.pro company records, Fix Dessert Chocolatier was founded in 2021 by British-Egyptian entrepreneur Sarah Hamouda in Dubai, and the company gained popularity on TikTok in late 2023. The same records list a headcount range of 11-50, a revenue estimate of $10 million-$25 million and a valuation estimate of $10 million-$50 million.

The records also show a December 2025 expansion: a new pop-up at Dubai Duty Free in Dubai International Airport's Terminal 1 Concourse D. In January 2026, the company launched two dessert bar flavors, Honey I'm Comb and Jam or Go Nuts, at a Museum of the Future pop-up in Dubai from January 2 to 11 at AED 68.25 each, with Careem as exclusive delivery partner for a nationwide rollout from January 12.

What Follows the Dubai-it Award

Starbucks, Ghirardelli, Lindt, Russell Stover, Baskin Robbins and Shake Shack have all introduced Dubai-style products, according to akta.pro company records. The Dubai-it Award was launched in June 2026 under Sheikh Hamdan's directives.