Filipino chef Nouel Catis, the name behind the viral Dubai Chocolate bar, shocked fans when he accepted a 51% equity deal on Shark Tank Dubai — only to later walk away from it altogether.
Speaking to Gulf News and Rolling Stone Philippines, Catis revealed that the agreement, which would have handed control of his consulting business to the sharks, was never finalized. The episode had been filmed a year prior, giving him ample time to reflect — and pivot.
“I didn’t agree to the 51% in the end,” he said, adding that the wait period gave him a chance to reassess both his business and self-worth. “My value in the market had changed.”
Initially, Catis entered the show seeking Dh2 million for 20% equity. One shark, Elie Khoury, even told him point-blank: “Stop helping others get famous. You should be the famous one.” That line — and the buzz that followed — helped cement Catis as a standout entrepreneur on the show.
“The audience was divided, but the general sentiment leaned toward finding the 51% offer a bit extreme. And I get it,” he told Gulf News. “At that moment, my decision to say yes was strategic.”
But strategy evolved. During the show’s mandatory six-month pause, Catis focused on visibility and growth. Collaborations poured in. His brand soared. And when the time came to renegotiate, he stood firm.
“I stuck to 20 percent. They said no. I said — if I still accept it, I’m not giving myself what I’m worth.”
Catis then launched his own label, Sna’ap Chocolates, featuring his signature pistachio-knafeh bar. No longer just seeking guidance, he now demands collaboration that honors his vision. “If I feel like a minority in my own company, I will not be as invested,” he emphasized.
The chef still believes in mentorship, but on his own terms. “Being self-sufficient is a strength until it starts holding you back,” he reflected. “Time becomes your most valuable currency.”
Now, with two brands, speaking gigs, and growing collaborations under his belt, Catis is embracing a bigger role — as the brand himself.
“Shark Tank was a dream platform,” he admitted. “But my biggest realization? Your business grows faster than you think — and so does your sense of value. That’s power.”
