Dubai chocolate marketing strategy: How was it so Viral?

Imagine spending months creating a product, launching it with excitement, and then… barely selling one unit a week. That’s exactly what happened to Fix Dessert Chocolater, the now-famous Dubai-based chocolate brand. Yes, the Kunafe Bar Wasn’t a Hit at First. It just took an influencer to change that. This makes for a perfect example of how a Dubai chocolate marketing strategy turned an overlooked product into a viral sensation.

In 2021, Sarah Hamouda, a British-Egyptian entrepreneur, was pregnant and craving unique desserts. When she couldn’t find anything satisfying, she and her husband, Yez Nalani, started experimenting in their living room, blending Middle Eastern flavors with high-quality chocolate. This passion project turned into Fix Dessert Chocolater, which officially launched in 2022. But let’s be real—at first, nobody cared.

Then, in February 2023, everything changed. A TikTok influencer, Maria Vehera posted an ASMR-style video featuring their Kunafe-flavored chocolate bar—and it went crazy viral with 56 million views. Overnight, Fix Dessert Chocolater went from struggling to keep the lights on to struggling to keep up with demand. Thousands of orders flooded in, and suddenly, everyone wanted a piece of the action. They saw an 80% increase in Fix’s Instagram followers within just two weeks.

By 2024, their chocolate bar became Deliveroo’s most-ordered item worldwide. Their $30 bars sell out in minutes, and even big brands are trying to copy their success.

Dubai chocolate marketing strategy

There’s a reason why Dubai chocolate took over the internet—and understanding that reason can help any brand tap into trends and explode their sales.

1. Influencer Power – The Internet Decides What’s Cool
   Nobody was talking about the Kunafe bar until an influencer made a video about it. This is proof that in today’s world, influencers have the power to make or break a product.
2. FOMO (Fear of Missing Out) – People Want What’s Hard to Get
   After the chocolate bar went viral, it started selling out everywhere. When something becomes limited edition, people automatically want it more.
3. User-Generated Content (UGC) – The Trend Spreads Itself
   If you can get YouTubers and TikTok creators to start making their own versions of your product, You will see your sales hike like never before. Yotubers made vidoes like “MADE A GIANT DUBAI CHOCOLATE BAR!” video that managed to generate 3.2 million views. This doesn’t only benefit the brabd, but aso the creator.

The Results?

Fix Dessert Chocolater is now one of Dubai’s fastest-growing dessert brands. Their once-struggling business is now a multimillion-dollar empire. Here’s what they achieved:

• 300% Increase in Sales: Strategic storytelling and influencer marketing led to a threefold sales increase.
• 75,000+ Bars Sold: In just three months, Fix positioned itself as a powerhouse brand.
• 30% Repeat Customer Rate: The hype wasn’t just a one-time thing—people kept coming back for more.

What Does This Mean for Your Brand?

Okay, so you didn’t invent the viral Kunafe chocolate bar—but that doesn’t mean you can’t benefit from trends like this.

Here’s why:

When something blows up online, people start searching for content about it. They want to watch reviews, see recreations, hear opinions, and maybe even buy something similar.

Just like Baskin Robbins tapped into the trend with their Kunafe Ice Cream, your brand can create products, content, or experiences that align with what’s already trending.

• If you see a trend taking off, jump on it fast.
• If you don’t sell the viral product, sell the experience around it.
• If you’re struggling with sales, leverage influencer marketing.

Dubai chocolate wasn’t an instant success—it took the right influencer, the right platform, and the right timing. Your brand can do the same.

How to Tap Into Trends and Boost Your Brand

1. Create Content Around Viral Products
   If people are talking about it, join the conversation. Make TikTok videos, Instagram reels, or YouTube shorts reacting to or reviewing trending items. This will help your brand get discovered by the same audience that’s already searching for the trend.
2. Launch a Product That Capitalizes on the Hype
   Big brands saw the Dubai chocolate trend and immediately launched their own versions. If you sell food, beauty, fashion, or anything that aligns with a viral trend, introduce a limited-edition product inspired by it. For example, if you own a dessert brand, create a Dubai-inspired chocolate line. If you’re in the beauty industry, drop a Middle Eastern-inspired skincare line.
3. Use Influencers to Your Advantage
   You don’t need to wait for a random influencer to pick up your product—send it to them first! Work with micro-influencers before a trend peaks, so you can ride the wave early.
   Remember: One viral video can change everything.
4. Encourage User-Generated Content
   Create a challenge or trend around your product. Offer a discount or giveaway for customers who post videos or reviews. The more people talk about your product, the bigger your brand gets. User-generated content itself contributed 45% of Fix Dessert Chocolatier‘s online traffic. This organic buzz led to an estimated approximately $81, 700in free marketing value, showing how customers can become the most effective brand ambassadors.
5. Leverage the Scarcity Effect
   People went crazy over Dubai chocolate because it was hard to get. If you’re launching something, make it feel exclusive. Use phrases like “limited stock,” “only available for a short time,” or “once it’s gone, it’s gone” to drive demand.

Trends Are the Fastest Way to Growth

If your brand wants to grow fast, you need to keep your eyes on trends. Even if you can’t create the next viral product, you can contribute to the hype and gain massive exposure.

But the good news is, Viral Omega wants to do both for you. Reach out now to know how.

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So next time a product goes viral, don’t just watch—find a way to get involved. Whether it’s through content, launching a related product, or partnering with influencers, riding trends is one of the fastest ways to grow your brand and boost sales.

The question is: Are you ready to tap into the next big trend?