Founder of the Dubai viral chocolate, Sarah Hamouda has revealed to Arabian Business she gets ‘frustrated’ by people copying and selling her chocolate bar desserts which have captured global attention.
In her first in-depth interview, she told Arabian Business, “Competition is healthy,” but acknowledged that “any human would get frustrated,” watching their signature chocolate bars and business being duplicated around the world.
When asked how she feels about copycats and the sheer wave of imitators replacing her famous chocolate bars, she said, “It is frustrating, but there will always be copycats.” Yet, she’s channelling that energy to make her brand, FIX Dessert Chocolatier, stand out even more.
FIX’s desserts have gained an almost cult-like status. Fans eagerly await their release, snapping them up within minutes, sparking excitement akin to scoring tickets to a Coldplay concert, or as Sarah jokes, “They’re like the Hermes bags of chocolate.” This feverish demand makes it easy to see why imitators are vying for a slice of FIX’s fame.
On social media, through FIX’s Instagram account, Sarah is vocal about protecting her brand. Using the platform to caution customers against imposters. “FIX is ONLY available in Dubai on Deliveroo!” the post in August 2024 declares, countering the flood of copycats falsely claiming to sell her chocolate bars. Earlier this year, FIX clarified its stance with a straightforward announcement: “WE DO NOT: have a website, a physical store, or any unauthorised resellers anywhere. Beware of scammers!”
Despite the relentless imitations, Sarah remains undeterred. Her passion for FIX and its global following keeps her focused on one thing: delivering unparalleled quality and creativity. “Our quality, creativity, and precision is what makes us different.”
FIX’s signature flavours, inspired by Middle Eastern favourites like kanafeh and pistachio, have enchanted chocolate lovers in Dubai and beyond. Ironically, while copycats attempt to ride on FIX’s success, they’re also helping spread a bit of Middle Eastern culture to new audiences worldwide. This unexpected result brings a smile to Sarah’s face. “It’s secretly really cool that people around the world are talking about these flavours,” she says, proud of the cultural connection FIX has sparked. “People who’ve never even tasted it are now trying it because of FIX.”
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