His humble, unassuming demeanour wouldn’t give away the fact that he’s responsible for millions of dessert dreams. But Dubai-based chef Nouel Catis exudes a quiet confidence that is telling.
Catis, who works as a culinary consultant after decades as a chef in five star hotels and restaurants around the world – including at the Burj al Arab, often considered the pinnacle of hospitality – is the pro who was tasked with coming up with a ‘chocolate that is also a dessert’ back in 2023, by the founder of .
Speaking about his inspiration behind the Dubai chocolate bar, Catis tells SBS, “As a chef, my role is to come up with a plan, a thought process, formulate a recipe where you put things together based on what people believe could be interesting, and make it a solid idea.
“Out of all the ideas we were discussing, I picked these ingredients because I'm all about the UAE or Middle Eastern heritage being captured as a chocolate or as a dessert, that’s my USP. Of course, the chocolate went through a lot of changes since it was conceptualised, and lots of innovations to become what it is right now.”
What is Dubai chocolate?
The creation shot to instant fame thanks to some social media magic – it was unashamedly created for Instagram, with its vivid visual appeal – first locally, then globally. And the craze doesn’t show any sign of letting up, even fuelling a global pistachio shortage!
Having prompted a series of ‘dupes’ around the world – including here in Australia and, reportedly, biggies like Lindt jumping on the trend, it appears everyone wants the unlikely taste of chocolate with pistachio paste, tahini, and the crunch of Middle eastern pastry kataifi through it, no matter what the cost.
Explaining that the creation is an ode to the flavours of the region, Catis says, “I decided to put these flavours together inspired by the idea of nostalgia. It’s not a common thing to use in desserts, but I noticed that in Lebanon, people enjoy eating dates and tahini together.
The flavours resonated with me personally too. I’ve been living in the UAE for 16 years, and I enjoy Middle Eastern desserts – especially kunefeh. That’s what triggered the thought process of creating something unique.”
Catis has since parted ways with the Fix chocolate – who only sell their chocolate through Instagram at fixed times during the day via delivery app Deliveroo, the ‘hard to get’ strategy adding to the chocolate’s allure.
How Dubai chocolate showcases different cultures
“Blending the flavours of the Middle East, with say, the European or Western, and making it relatable to this community, that has always been at the forefront of our creations,” he says. “My focus is all about showcasing the flavours of the UAE to the world, that has always been my reason for doing this. Not only Emirati flavours, but other flavours too – because we have so many different cultures here in Dubai… we have Indian, Filipino, French, British, so many…
“But our point of difference at Sna'ap is keeping things as pure as possible. You don’t want a chocolate with a lot of mystery ingredients in it!”
To that end, he has continued to innovate with flavours like strawberry fields (white chocolate infused with freeze dried strawberry), Kadak chai (cardamom flavoured), salted caramel camel chocolate and to mark Ramadan in 2025, ube baklava – a true expression of Dubai’s multiculturalism.
“Sna'ap is all about being creative, and also respecting heritage,” he continues. “But I want this to be more than just a viral chocolate. It has to be something that you crave for every day. You can buy it anytime and you enjoy it as a snack basically. It's a new nostalgia.”
Wondering where to buy Dubai chocolate in Australia? Unfortunately, the OG can only be purchased in Dubai, but you can find multiple local versions in stores around Melbourne and Sydney, and online.
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