Dubai Chocolate Queen Sarah Hamouda Launches New Flavours — And Why Fans Are Going ‘Nuts’

Dubai’s cult dessert brand Fix, co-founded by British-Egyptian entrepreneur Sarah Hamouda, has once again set sweet lovers buzzing with the launch of two bold new chocolate bars that are already winning over fans across the city.

Unveiled at Fix’s temporary pop-up at the Museum of the Future, the new flavours Honey I’m Comb and Jam or Go Nuts are available from Friday, January 2, until Sunday, January 11, before later rolling out on Careem. The limited-time launch has sparked excitement among loyal followers eager to sample the brand’s latest creations.

Honey I’m Comb features a smooth milk chocolate shell filled with golden honeycomb candy and a soft, melt-in-the-mouth chocolate mousse. Meanwhile, Jam or Go Nuts delivers a playful twist on a childhood classic, combining a blondie chocolate base with crunchy peanut butter and a sweet layer of jam, inspired by the beloved peanut butter and jelly sandwich.

In an earlier interview with Gulf News, Sarah Hamouda revealed that the Fix journey began with a simple pregnancy craving. “Tamara is the secret,” she said with a smile. “She’s indeed our Million Dollar Baby.” That craving led to the creation of Fix’s first pistachio chocolate bar, which quickly became a cult favourite and sparked an international sugar rush.

Launching the brand during the pandemic using personal savings, Sarah and her husband, Yezen Alani, took a bold leap of faith. “We had to choose either pay the deposit on our home, or launch Fix. We chose Fix,” she recalled. That pivotal decision laid the foundation for what would become a globally admired dessert brand known for creativity and uncompromising quality.

Despite the brand’s rapid rise, Sarah remains intentional about growth. “People may think it’s a mistake, but for us, it’s about quality and experience. We want people to experience the product the way we do,” she said, emphasizing Fix’s people-first philosophy. She also highlighted the importance of integrity, adding, “Replicate it but replicate it with dignity. Fix was never about shortcuts or hype.”

Rooted in Dubai’s vibrant, multicultural food scene and influenced by global dessert trends, Fix has become a symbol of innovation and resilience. With the launch of these new flavours, Sarah Hamouda is not only expanding her product line she is redefining what a modern Dubai dessert experience can be.