Travel Retail Highlights II
FIX drives Dubai Chocolate trend with boutique experience at Dubai Duty Free
FIX Dessert Chocolatier, an integral part of the ‘Dubai Chocolate’ phenomenon that has taken Dubai – and other parts of the world – by storm, has returned after a short absence to Dubai Duty Free at Dubai International Airport. The chocolate brand reopened on 15 May with a new pop-up in Terminal 3 Concourse B East.
To enhance visitor engagement, the activation features a photo booth where guests can capture moments from their visit and share on social media platforms. Dubai Duty Free said, “From TikTok viral Knafeh bars to limited-edition delights, the FIX collection is designed to make every journey a little sweeter, and a lot more Instagram-worthy.”
FIX Founder Sarah Hamouda said, “This return means a lot to us, not just because we’re back at Dubai Duty Free at the beautiful and bustling Dubai International Airport, but because of why we’re back. Following the overwhelming response to our previous pop-up, we’ve been invited to return to a new premium location. A moment we’re incredibly proud of.”
Dubai Duty Free Senior Vice President – Purchasing Sharon Beecham commented, “We’re pleased to welcome FIX Dessert Chocolatier back to Dubai Duty Free as an exclusive retail partner with a refreshed pop-up concept.
“It continues to offer an exciting, immersive experience that goes beyond premium confectionery and we’re confident it will attract customers and drive continued strong sales for the brand.”
Customers queue up to get their FIX of the world’s hottest chocolate taste and trend
Comment: The ‘Dubai Chocolate’ phenomenon continues to drive impressive results at Dubai Duty Free, accounting for 40% of total confectionery sales in April and 4% of overall sales. In May, confectionery turnover surged +81% year-on-year to AED73.9 million (US$20.2 million), fuelled by the momentum behind the trend.
The refreshed FIX pop-up combines limited-edition treats with interactive elements to engage travellers beyond the typical confectionery purchase. “The new pop-up isn’t just a retail point, it’s an immersive destination that invites every passerby to pause, indulge and make a memory,” noted Dubai Duty Free.
The Moodie Davitt eZine
Issue 345 | 4 June 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com