The original Fix chocolate bar (left) and the Fex chocolate bar.

Dubai’s viral chocolate sensation, Fix, has taken the world by storm, but with its growing popularity comes a new wave of competition—and even imitation. Recently, chocolate lovers in the UAE have noticed an uncanny copycat product, Fex, popping up in select stores. While Fix has become a coveted treat, driving social media buzz and a high demand among international chocolate aficionados, Fex aims to ride on the coattails of its success.

The rise of Fix: From craving to craze

Fix Dessert Chocolatier was born out of a craving. In 2021, British-Egyptian entrepreneur Sarah Hamouda, living in Dubai for nine years, launched the brand inspired by her pregnancy cravings. She wanted to create more than just a typical chocolate fix; she aimed for a "freaking incredible experience," as the brand's name suggests. Hamouda’s innovative approach to chocolate—combining unique Middle Eastern flavors with bold, creative designs—caught on quickly. Her gooey, crunchy bars like "Can’t Get Knafeh of It," "Baklawa II The Future," and "Mind Your Own Buiscoff" have charmed chocolate lovers worldwide. Each bar, packed with unusual fillings such as filo pastry, vanilla custard, and karak (a spiced tea blend), is a sensory delight, further enhanced by whimsical names and colorful, edible paint designs. A viral TikTok video featuring food influencer Maria Vehera indulging in one of Fix’s chocolate bars catapulted the brand to international fame, gaining over 56 million views. Since then, Fix has seen its daily orders soar from a handful to hundreds, with fans eagerly awaiting the 5pm sales drop on Deliveroo, where only 500 handmade bars are available each day. Fix chocolate bars retail at Dh68.25 each.

Enter Fex: The imitator on the block

However, the surge in Fix’s popularity has not gone unnoticed by imitators. Fex, a chocolate bar bearing a striking resemblance to Fix, has recently emerged on the market, sparking confusion and curiosity among consumers. The packaging of Fex mimics the original Fix down to the typography and design, though its flavor reportedly falls short of the original. Priced between Dh35.99 and Dh59, Fex is attempting to capitalize on the hype surrounding Fix, but customers have noted it lacks the same richness and sweetness that made Fix famous. "I was surprised to see it sold in stores in Dubai and Sharjah. I almost thought I was buying Fix, until I saw it was spelled 'Fex' on the packaging. On the taste, it's definitely below the level of the original," a customer told Expat Media. The emergence of Fex has raised concerns over brand imitation and the challenges it poses to Fix. However, Fix founder Hamouda sees it as a form of flattery and proof of Fix's cultural impact. “We take a lot of time and effort, and put a lot of love into our bars,” Hamouda told CNN in a previous interview. “We want to create an experience.” Despite the imitation, she remains committed to maintaining the quality and uniqueness of her product.

A chocolate phenomenon and its challenges

While the rise of Fix has been a dream come true for Hamouda, it has not been without its challenges. The limited daily production capacity means that many customers are left disappointed when they cannot secure a bar. This scarcity has led to a secondary market where Fix bars are sold at exorbitant prices, even reaching countries like South Africa. In response to the growing market of imitations and unauthorized sales, Fix has been quick to address the issue. On August 13, the company posted a warning on its Instagram page, clarifying that it does not have a website or a physical store, does not sell bars on social media or through any reseller. They cautioned customers to be wary of scammers and added, “Self-proclaimed distributors are not storing the FIX dessert bars in the right conditions and selling them at 3X the price, taking advantage of our loyal customers.” Fix emphasized that their dessert bars are “ONLY available in Dubai on Deliveroo,” adding that it is working to expand its distribution across more cities.

Looking ahead: Fix's future plans

With the buzz around Fix showing no signs of slowing, Hamouda hints at big plans for the future. “We have a lot in the pipeline,” she says, suggesting potential expansion beyond Dubai’s borders. While the global attention has been overwhelming, it also presents an opportunity for growth. “Every trend has its moment. But I think we have so much more to give and I think this is just the beginning for us.” For now, Fix remains a Dubai delight, tantalizing taste buds with its unique flavors and fostering a community of chocolate lovers eager for the next bite. PIA/Expat Media
For all the latest news from the UAE and the world, follow us on Facebook, Twitter and Instagram and subscribe to our YouTube page