Fix Dessert gets Dubai-it award in business project category, Sheikh Hamdan announces

Fix Dessert Chocolatier, the Dubai-based confectionery brand responsible for the global "Dubai chocolate" phenomenon, secured the inaugural Dubai-it prize in the business projects category. The award announcement came on Saturday, October 24, via a social media post by Sheikh Hamdan bin Mohammed, the Crown Prince of Dubai, Deputy Prime Minister, and Minister of Defence. He praised founders Sarah Hamouda and Yezen Alani for converting a modest home-based operation into an international commercial entity. The couple’s signature product, the "Can’t Get Knafeh of It" bar, features a filling of pistachio, knafeh, and tahini. This specific treat triggered a massive spike in market interest, driving a 1,234 percent increase in Dubai-style chocolate sales within a single year. The company began operations online in 2021. Since then, it has established a physical presence in multiple high-traffic locations worldwide. Current retail points include two stores at Dubai International Airport, a location at Singapore’s Changi Airport, and a concession inside Harrods in London. The brand has also operated temporary pop-up shops within the United Arab Emirates. Its current lineup consists of ten distinct dessert bars, supplemented by seasonal and limited-edition items. The rapid growth of the brand contributed significantly to airport revenue streams. According to Ramesh Cidambi, the chief executive officer of Dubai Duty Free, the retailer sold 165 million dirhams worth of Dubai chocolates during the first half of 2025. Approximately 2.5 million bars of UAE-based chocolates moved through the terminal during that period. These figures represented 40 percent of total confectionery sales for the retailer. Cidambi noted that such success channels revenue back into the local economy. The Dubai-it strategy was introduced by Sheikh Mohammed bin Rashid, the Vice President and Ruler of Dubai, in June. The initiative aims to disseminate a culture of excellence across companies, institutions, and future generations. Sheikh Mohammed described the strategy as a launchpad for future success, emphasizing that Dubai’s historical achievements relied on delivering exceptional results quickly with precision. The associated award recognizes innovation, enterprise, and expertise among individuals and businesses in the city. Earlier in the month, SWS Board Technology received the award in the economy category. That Dubai-based manufacturer produces nearly half of the world’s kiteboards and wakeboards. Beyond its core product, Fix Dessert has pursued collaborative ventures. The brand partnered with Sheikh Hamdan to create an exclusive flavor profile based on his preference for halawt, a traditional Middle Eastern dessert. The company has also broadened its menu with new options, such as a tropical-inspired variety called "Time to Mango." While other manufacturers attempted to replicate the viral trend, Fix Dessert maintained its focus on the original creation that defined the category. The brand’s trajectory illustrates the specific goals of the Dubai-it program, which seeks to highlight how local enterprises can achieve global scale. The recognition serves to inspire further ambitious projects within the emirate’s business sector.