Who Is Sarah Hamouda? Meet the Woman Behind Dubai's Viral Chocolate Bar
In the fast-moving world of viral trends, few names have made as sweet a splash as Sarah Hamouda, the founder and mastermind behind Fix Dessert Chocolatier, the Dubai-based chocolate brand that became a global sensation almost overnight. But who is Sarah Hamouda, and what makes her story so compelling? In this blog post, we dive deep into the journey of a woman whose entrepreneurial spirit and sweet tooth led to a dessert empire, captivating chocolate lovers and influencers around the world.
From Craving to Concept: The Birth of a Chocolate Bar
Sarah Hamouda’s story is not your typical startup tale. It began in 2021 during her pregnancy, when cravings struck — not just for any sweet, but for something indulgent, gooey, and unique. Dissatisfied with what was available, she decided to create her own chocolate bar. What started as a personal experiment turned into a culinary masterpiece that would go on to break the internet.
Her first creation combined layers of rich chocolate with knafeh — a traditional Middle Eastern dessert made of shredded filo pastry, cheese, and pistachios. This fusion of tradition and indulgence became her signature, and thus, "Can’t Get Knafeh of It" was born.
Building the Fix Dessert Chocolatier Brand
Sarah officially launched Fix Dessert Chocolatier in 2021, operating out of Dubai. The brand offered a bold twist on nostalgic and cultural desserts, wrapped in aesthetic packaging and served in sleek bars that were anything but ordinary.
The Fix collection includes:
- Can’t Get Knafeh of It
- Baklawa 2 The Future
- Mind Your Own Buiscoff
- Cereously Chewsy
- Butter to Be Safe Than Salty
- Pick Up a Pretzel
Each flavor tells a story, fusing Eastern tradition with modern indulgence. The unique naming and branding helped differentiate Fix in a crowded dessert market.
Going Viral: The TikTok Effect
Everything changed when Ukrainian influencer Maria Vehera posted a TikTok video of herself trying the "Can’t Get Knafeh of It" bar. The ASMR-style clip quickly gained over 100 million views. The video featured the bar’s signature gooey cheese pull and creamy pistachio filling, instantly making mouths water across the globe.
Orders surged. Fans lined up. Deliveroo drops sold out in minutes. What had begun as a pregnancy craving was now a global craving.
Sarah Hamouda’s Entrepreneurial Mindset
What’s impressive about Sarah’s rise is not just the virality — it’s her foresight and business acumen. Rather than resting on her viral moment, Sarah scaled quickly, improving packaging, launching limited drops, and creating exclusivity. She turned chocolate bars into collectibles. Social media wasn’t just a platform; it became her storefront.
Sarah also made strategic decisions to keep operations lean but hype-heavy. Bars weren’t available 24/7 — they dropped at certain times on Deliveroo, fueling anticipation and urgency.
Why Sarah Hamouda Stands Out
There are many dessert entrepreneurs, but Sarah Hamouda stands out for a few key reasons:
- Authenticity – Her products stem from personal cravings and cultural roots.
- Branding – Every flavor, name, and visual was curated with a viral mindset.
- Community – Sarah speaks directly to her audience, often through Instagram and TikTok.
- Timing – She launched during a digital era where cravings could go viral.
- Scarcity – Limited-time availability created massive demand.
Challenges Along the Way
Of course, it wasn’t all sugar and sunshine. As demand soared, so did expectations. Sarah faced challenges around production, logistics, and customer service — typical hurdles for fast-growing startups. There were also skeptics who questioned the $30 price point for a chocolate bar. But loyal fans defended the price, citing quality, uniqueness, and the experience.
Hamouda responded to criticism with transparency, often sharing behind-the-scenes content of how the bars are made and why each ingredient was chosen. This only built more trust.
What’s Next for Sarah Hamouda?
Sarah has hinted at global expansion. Australia is already in her sights. Pop-up stores, international shipping, and possibly retail partnerships could be on the horizon. Fans eagerly await more Fix flavors and easier access outside the UAE.
Beyond desserts, Sarah has become a role model for female founders, especially in the Middle East. Her journey proves that cultural identity, social media savvy, and genuine passion can intersect to create a brand that resonates globally.
Final Thoughts: The Fix Is In
Sarah Hamouda didn’t just make a chocolate bar — she built a movement. From one woman’s craving came a culinary brand that now defines Dubai’s viral food scene. Her story is a testament to how powerful personal storytelling and creative branding can be in today’s digital-first world.
As the world continues to discover her creations, one thing is clear: Sarah Hamouda is just getting started.
Stay tuned for more updates on Sarah, Fix Dessert Chocolatier, and the next viral bite we’ll all be craving.
