Gooey, crunchy, and loaded chocolate bars from Fix Dessert Chocolatier are going viral on TikTok, drawing in millions of views and reactions. Bursting with unique fillings such as filo pastry, vanilla custard, and Middle Eastern-inspired flavors like dates and karak tea, these chunky bars are gaining massive popularity.
Sarah Hamouda, the 38-year-old British Egyptian founder of Fix, launched the brand in Dubai in 2021. Inspired by her pregnancy cravings, Hamouda set out to create something more exciting than traditional chocolate treats. Since then, a viral ASMR video by food influencer Maria Vehera, with over 56 million views, has driven Fix's daily orders to skyrocket from single digits to 500.
Fix’s appeal lies not only in its flavors but also in its creative names and eye-catching designs. Each 200-gram bar, hand-painted with edible colors, is sold exclusively in Dubai through Deliveroo, often selling out within minutes. Although the high demand has led to criticism over scarcity, Hamouda takes it as a compliment, saying, “We inspire people to be creative at home.”
Sarah Hamouda (left), pictured with her husband and daughter, founded Fix in 2021.
With growing international attention and fans willing to pay exorbitant prices to get their hands on the bars, Hamouda hints at plans for expanding Fix globally, promising that this is just the beginning.
