A unique chocolate brand has taken Dubai’s culinary scene by storm. Fix Dessert Chocolatier, celebrated for its innovative flavors and nostalgic appeal, owes much of its success to Nouel Omamalin, a seasoned Filipino pastry chef. Nouel played a pivotal role in developing this viral sensation through her creative contributions and collaboration.
The story of Fix began during the height of the pandemic, when Nouel and his friend Sara Hamouda connected online. Their friendship quickly blossomed, leading to a collaborative venture that combined Sara’s creative flair with Nouel’s culinary expertise.
Nouel’s role in the development of Fix was crucial. As a pastry chef, he was responsible for innovating the chocolate bars, leveraging his deep understanding of the tastes of the Arabic market.
“My ability to create and fuse flavors that others couldn’t imagine became a hallmark of Fix,” he shares.
While Sara provided the inspiration and creative ideas, Nouel turned those dreams into reality, crafting flavors that resonated with the local palate.
Balancing responsibilities
The success of Fix was a result of a well-balanced partnership. Sara, whom Nouel fondly refers to as the “Content Queen,” handled the creative ideas and marketing, while Nouel focused on developing flavors, training the team, and outlining standard operating procedures.
“Branding was a shared task, requiring countless hours and discussions before reaching a conclusion,” says Nouel.
Together, they balanced their strengths to build Fix from the ground up.
Creating a game-changing product like Fix was not without its challenges. In the early stages, Nouel hand-crafted prototypes and sent samples for feedback, a painstaking process that required immense perseverance.
“Hiring the right staff for chocolate production was difficult, as it requires a specialist’s touch,” he explains.
Overcoming these challenges tested their determination, but their hard work paid off.
Innovative flavors
Nouel’s creative process for innovating flavors was deeply rooted in understanding the nuances and palates of the region.
“My culinary consulting company’s tagline ‘The Million-Dollar Dessert Magic’ reflects my ability to turn ordinary recipes into commercial successes,” he notes.
By researching shared childhood memories of the region and adding a unique twist, Nouel created flavors that evoked familiarity while offering a pleasant surprise. Nostalgia played a crucial role in crafting these flavors, ensuring they resonated deeply with their audience.
Witnessing Fix become a global sensation has filled Nouel with immense pride.
“Seeing Fix dubbed as the ‘Dubai Chocolate’ is a strong validation of what we built together,” he says.
The recent co-branding collaboration during Ramadan, where three flavors featured his logo, was a special moment for Nouel.
“The pistachio with knafeh flavor, developed early on, continues to be a favorite, symbolizing the timeless quality of our initial creations,” he adds.
Today, several leading social media influencers internationally are taking the challenge to try this viral super chunky chocolate bar.
In 2022, Nouel made the difficult decision to leave Fix to focus on his other company, Nifty Chef Bakehouse.
“It was a hard choice, but it was necessary for my personal and professional growth,” he explains.
Despite stepping away, Nouel remains proud of what Fix has achieved and the legacy he helped create.
Key to viral success
Reflecting on Fix’s viral success, Nouel attributes it to a blend of luck, perseverance, and passion.
“Sara’s relentless determination, pushing past numerous setbacks, was crucial,” he emphasizes.
The journey to global prominence took over two years, marked by resilience and dedication.
“Her unwavering commitment to the dream, even after countless tries, serves as an inspiration. I’m proud to have been a part of Fix’s journey and its remarkable success,” he concludes.
