FIX — which stands for “freaking incredible experience” — is currently only available in Dubai. And with international attention, that’s become a big problem.
“Keeping up with the demand has definitely been a challenge,” Hamouda says.
Since the video began trending in February this year, the company has scaled up, from just Hamouda and her husband operating out of their home to a team of 10 in a rented kitchen.
The 200-gram chocolate bars, which retail for $20 each, are only available through food delivery service Deliveroo, with sales going live at 5pm daily. Capped at 500 orders each day, Hamouda says they usually sell out within minutes.
While this might be an enviable problem, Hamouda says there has been backlash online, with customers complaining about the scarcity of the bars and criticizing the hype as a marketing ploy.
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