The viral Dubai chocolate from Fix. ARCHIVE

The chocolate bar that took TikTok by storm is back with a surprise twist. Fix Dessert Chocolatier—Dubai’s viral sensation with over 56 million views online—is set to launch a brand-new flavor this Friday (June 13), exclusively at a pop-up in Mall of the Emirates. The three-day event, running from June 13 to 15 starting at 10am, is expected to draw lines of sweet-toothed fans eager for the first bite. While the new flavour remains a tightly kept secret, loyal followers of Fix are no strangers to its bold creativity. Founded in 2021 by British-Egyptian entrepreneur Sarah Hamouda, Fix began as a response to her intense pregnancy cravings. Her mission? “To create a freaking incredible experience,” she says. Hamouda’s formula worked. Combining Middle Eastern flavors with unexpected textures and quirky names—like “Can’t Get Knafeh of It,” “Mind Your Own Buiscoff,” and “Baklawa II The Future”—Fix bars are known for their crunchy exteriors, gooey centers, and colorful, edible paint designs. Some even feature ingredients like filo pastry, karak tea, and vanilla custard. The brand exploded in popularity after food influencer Maria Vehera posted a TikTok video biting into one of the bars—earning over 56 million views and making Fix a household name. From humble beginnings to international fame, Fix is now beloved not just in the UAE but also in Canada, Argentina, Philippines and beyond, with fans filming their taste-test reactions from around the globe. This week’s new flavour is expected to add even more buzz to the brand’s cult following. ICA/Expat Media ALSO READ: Viral Dubai chocolate inspires imitations
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