Before the now famous FIX chocolate took social media by storm, the original chef behind it, Nouel Catis, had already built an extraordinary culinary journey that spanned continents, cuisines, and cultures. The Filipino pastry chef, whose creativity has captured dessert lovers worldwide, began his story in 2004 when he became the first Filipino pastry chef at Dubai’s prestigious Burj Al Arab.
From the outset, Nouel Catis’s career was driven by a passion for combining artistry with technical skill. Working at the iconic underwater Al Mahara restaurant, he crafted exquisite desserts that became a highlight for luxury diners from around the globe. His attention to detail, mastery of flavor, and understanding of balance soon earned him recognition as a true innovator in pastry design.
Later, his journey took an exciting turn when he joined Etihad Airways as an in-flight chef, creating gourmet experiences for first-class passengers at 30,000 feet. Whether in the skies or in the kitchens of five-star establishments, his dedication to flavor and presentation became his hallmark.
Blending Cultures Through Dessert
Nouel Catis’s culinary style has always reflected a deep respect for cultural heritage. His expertise lies in taking traditional flavors and transforming them into modern, refined creations. He became fascinated with Arabic desserts, their rich textures, layers, and fragrant ingredients, and sought to bring new life to these classics.
After years of working in luxury kitchens, he launched his own food consulting company in 2018. Through this venture, he helped cafés and restaurants across the region design menus and signature desserts that reflected the evolving tastes of Middle Eastern diners. One of his most celebrated projects was helping to build the foundation of Kuwait’s popular Choco Melt, a café brand known for its creative take on chocolate and Arabic sweets.
His consulting work not only strengthened his reputation as an innovator but also gave him the freedom to experiment. These experiments would soon lead to one of his most iconic creations.
From Pandemic Project to Viral Sensation
The story of FIX Dessert Chocolatier began during the pandemic. Nouel Catis met British Egyptian entrepreneur Sarah Hamouda through her grazing board business. Sarah was looking for desserts to pair with the cheese boards she was selling, and Nouel began supplying items such as sticky toffee pudding and chocolate chip cookies.
Their collaboration quickly grew. Sarah brought her marketing expertise from the UK, while Nouel contributed his creative edge and his passion for Arabic-inspired desserts. Together, they envisioned something entirely new, a chocolate brand that could combine the nostalgia of Middle Eastern flavors with the indulgence of fine chocolate.
The idea was to blend her modern marketing ideas with his culinary artistry. They wanted to create something elegant yet comforting, a chocolate that felt like home but looked like art.
After months of brainstorming and tasting, the duo arrived at what would later become a global sensation, the pistachio kunafa chocolate bar. The concept was simple yet powerful, the crunchy golden strands of kunafa paired with smooth pistachio filling and rich chocolate. It was a fusion of textures and cultures, blending tradition with innovation.
Crafting the Viral Chocolate
The creation of the bar was not immediate. It took several rounds of experimentation before Nouel Catis found the perfect balance. At first, he imagined a Kinder kunafa bar with tahina and pistachio, but over time, he refined it to focus purely on pistachio, tahina, and kunafa. The goal was to let each ingredient shine while keeping the flavor profile elegant and not overly sweet.
In the early stages, production was entirely manual. Every bar was handcrafted with precision and care, and Nouel could produce only about 25 bars a day. Each piece was made layer by layer, from preparing the delicate kunafa base to piping in the creamy pistachio filling and finally encasing it in chocolate.
It was a labor of love, but at that point, Nouel didn’t mind. He wanted every bar to reflect the highest quality and his personal touch.
As demand increased, it became impossible to keep up with production by hand. Eventually, Nouel and his team invested in machinery to streamline the process while maintaining quality. The shift was essential not only for efficiency but also for his health, as the physical strain of manual production had become unsustainable during the pandemic.
A Global Chocolate Phenomenon
Neither Nouel Catis nor Sarah expected what came next. The pistachio kunafa chocolate became a social media phenomenon almost overnight. Food influencers began posting videos of themselves breaking open the chocolate bar, revealing the creamy pistachio filling inside. The unique crunch of the kunafa layers created a satisfying ASMR effect that captured audiences worldwide.
Within weeks, the Dubai chocolate bar was trending globally. Millions of views poured in from TikTok, Instagram, and YouTube. People were mesmerized by its texture, its vivid green filling, and its rich flavor.
For Nouel, the experience was surreal. He thought it might be popular in Dubai but never imagined it would go viral across the world. It amazed him how something that started as a small kitchen experiment became a worldwide obsession.
The bar didn’t just introduce a new sweet, it introduced an entire cultural experience. Many people outside the Middle East discovered kunafa for the first time through this chocolate. The bar became a delicious gateway to Middle Eastern culture.
The Symbol of Dubai’s Dream
For Nouel Catis, the chocolate’s success represented more than fame. It reflected the spirit of Dubai, a city built on ambition, innovation, and the pursuit of excellence.
Dubai is known for the biggest and the best, and this chocolate became a miniature reflection of that dream. It is something people can associate with the city, it’s creative, luxurious, and unforgettable.
He believes the bar has become more than just a treat, it has become a nostalgic symbol for a new generation. He often jokes that it will be their childhood chocolate bar. When today’s children grow up, they will remember this dessert as part of their Dubai experience.
Credit, Reflection, and Lessons Learned
As the brand gained global fame, Nouel Catis faced a new challenge, recognition. When FIX Dessert Chocolatier became a viral sensation, his name was not always mentioned. Friends and followers began asking online, “What about the chef?”
He admitted that at first, he felt conflicted. He was proud of the success but also puzzled to see his contribution fading from public view. It felt strange to be erased from a story he helped create.
Despite those emotions, Nouel handled it with grace and professionalism. He clarified that he and Sarah co-founded the concept together and that he was deeply proud of what they built. But the experience taught him a valuable lesson, creative vision must always be paired with proper business structure.
He often advises young entrepreneurs to handle their business paperwork and legalities from the very beginning. “Do the legality from the start,” he said. “It protects your work and ensures you get the credit you deserve.”
Building His Own Brand
Today, Nouel Catis has stepped away from FIX to focus on his own projects. He and Sarah parted ways and he is now expanding his dessert manufacturing business in Dubai.
Using his expertise and the momentum from the virality of the Dubai chocolate trend, he launched Snaap DXB, his own dessert brand, in late 2024. The brand offers a selection of gourmet desserts, from cookies to chocolate creations, blending modern techniques with regional flavors.
Snaap DXB is still young, but it is already gaining recognition. This time, Nouel is making sure his name is front and center. For him, it’s not about fame, it’s about ownership and authenticity. He wants people to know the story behind the desserts they enjoy.
A Lasting Legacy
The viral pistachio kunafa chocolate may have started as a simple kitchen experiment during the pandemic, but it has grown into a global symbol of creativity and cross-cultural artistry.
For Nouel Catis, the story represents perseverance, passion, and innovation. “If you persevere, you always get somewhere,” he said. “This chocolate is proof of that.”
He believes Dubai was the perfect place for such a dream to flourish. “Dubai is a place where dreams come true,” he said. “This chocolate is something people can point to and say, this is truly Dubai.”
As for his advice to aspiring chefs and entrepreneurs, Nouel encourages originality. “Be original. Follow others to learn, but carve your own path,” he said. “If you are a follower, you will always be in the shadows. To truly stand out, you must be a leader.”
A Sweet Reminder of Passion and Persistence
From his beginnings as the first Filipino pastry chef in the Burj Al Arab to becoming the creative mind behind one of the most talked about desserts in the world, Nouel Catis has proven that creativity knows no boundaries.
His journey embodies hard work, resilience, and a deep love for his craft. The pistachio kunafa chocolate bar is not just a confection, it is a celebration of heritage, innovation, and the sweet success of pursuing one’s dreams.
As he continues to create, inspire, and redefine dessert artistry, Nouel Catis remains a shining example of how passion and perseverance can transform a simple idea into a phenomenon that captures the world’s imagination.
Do follow him on Instagram
Read Next – Female Fusion Awards 2025: Celebrating Women Entrepreneurs in UAE
