FIX Dessert Chocolatier Recognised for Transforming Dubai Chocolate into Global Phenomenon
Crown Prince of Dubai presents the Dubai-it Award for Projects in the Field of Business to the chocolate company that created an entirely new category and reshaped global industry demand in just fifteen months.
An idea conceived in a Dubai home kitchen has fundamentally altered the trajectory of an entire global industry. FIX Dessert Chocolatier, founded by Sarah Hamouda and Yezen Alani, has been presented with the Dubai-it Award for Projects in the Field of Business by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai.
The recognition celebrates a venture that transcended its modest origins to become a phenomenon of unprecedented scale. In just fifteen months, FIX Dessert transformed a home-based concept into a global commercial success, reaching more than two million customers and selling over 6.5 million pieces of chocolate. The company created an entirely new product category, ‘Dubai Chocolate’, which has since become one of the most-searched products on global search engines and achieved a presence across more than one hundred airports worldwide.
The impact extended far beyond the confectionery sector itself. Sales of Dubai-style chocolate surged by 1,234 percent within a single year, prompting hundreds of global brands to develop their own interpretations of the category. The ‘Dubai Chocolate’ hashtag garnered 13.8 billion views in three months alone, reflecting the magnitude of public fascination with the innovation. The venture’s influence rippled through global pistachio supply chains, demonstrating how a single idea, executed with precision and ambition, can reshape entire industries.
His Highness Sheikh Hamdan observed that the award recognises precisely this phenomenon: the ability to turn a simple home-based business into a venture that has left an indelible mark on an entire global industry. The Dubai-it initiative, launched under the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, embodies Dubai’s philosophy of work and its development model, which is grounded in achievement, rigorous effort, and the determination to translate ambition into tangible accomplishment within compressed timescales.
Mohammad Abdullah Al Gergawi, Chairman of The Executive Office of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, observed that FIX Dessert exemplified how a single project can fundamentally alter an industry, reshape consumer demand, and inspire leading global companies to develop entirely new product lines. The award celebrates the power of ideas to create fresh opportunities and drive transformation across global sectors, whilst acknowledging Dubai’s capacity to nurture ventures, irrespective of their initial scale, and enable them to achieve significant global impact.
The Dubai-it Award is an annual recognition honouring those who have delivered results consistent with Dubai’s philosophy of work, achieving the true meaning of the initiative: accomplishing something extraordinary with excellence, in record time. The award targets individuals, projects, institutions, and companies that have transformed ideas and ambitions into tangible achievements, embodying Dubai’s philosophy through actions and projects with demonstrable global impact.
Source: WAM