The Tale of Chef Nouel Catis and Dubai’s Viral Pistachio Kunafa Chocolate
In the vibrant culinary landscape of Dubai, where innovation meets tradition, a viral sensation has captured the taste buds of food enthusiasts worldwide: the pistachio kunafa chocolate. Behind this iconic creation is Chef Nouel Catis, a seasoned Filipino chef who played a pivotal role in its development. However, as the product skyrocketed in popularity, Catis found himself watching from the sidelines, prompting a closer look into his journey and reflections on the nature of culinary partnerships.
A Rising Star in the Dubai Dessert Scene
With over 16 years of experience working in the UAE, Chef Catis has carved a niche for himself as a dessert specialist. His journey began in Jordan, where he first savored authentic Nabulsi kunafa. "I fell in love with Arabic desserts and food. It just made sense for me…to continue my journey in the Middle East," he expressed. His passion set the stage for his later collaborations, including his key role in establishing FIX Dessert Chocolatier.
The Birth of a Culinary Marvel
Catis, along with FIX’s founder, Sarah Hamouda, co-developed the pistachio kunafa chocolate blend—a delightful combination of nut cream and pastry enveloped in rich chocolate. He invested not only his creativity but also his finances, helping to procure essential equipment for the venture. "The intention was to establish an equal partnership," Catis shared, noting the distinct roles they envisioned for themselves.
However, as excitement around the brand grew, so did Catis’s dissatisfaction. He stepped back from the partnership before the brand achieved its viral status, leaving him feeling somewhat excluded from a story that now celebrated its success without acknowledging his contributions. “If I’m paid for my work as a consultant, I don’t expect credit. But if it’s a collaborative project…then [credit] should be given,” he stated, shining a light on the often-overlooked contributions of culinary professionals.
The Backstory That Stole the Limelight
Much of FIX’s origin narrative revolves around Hamouda’s pregnancy cravings, which Catis does not deny were part of the story. However, he laments the media’s portrayal, fearing it undercuts the hard work and expertise chefs bring to the table. “It’s kind of saying to chefs that their profession isn’t something you work hard on,” he pointed out, advocating for more recognition of culinary craftsmanship.
Lessons Learned: The Importance of Legal Clarity
The unexpected success of FIX’s pistachio kunafa chocolate bars came with unintended lessons for Catis. Despite his investment and crucial role in crafting the signature recipe, his name wasn’t featured prominently in the story. “The main takeaway for me was… I became a wiser person,” he reflected, advising aspiring culinary entrepreneurs to ensure legal clarity from the outset.
Initially, Catis and Hamouda registered their partnership with local authorities, but as the business evolved, the agreement fell by the wayside. By 2022, Hamouda trademarked the brand independently, leaving Catis in a support role and ultimately severing ties without a formal discussion.
From Passion to Impact
Catis’s contributions to the culinary scene extend beyond the viral chocolate. He expressed pride in having influenced various other acclaimed desserts across the Gulf, leading to numerous brands gaining recognition. His observations about the Dubai chocolate phenomenon reveal a significant ripple effect, influencing global markets and prompting an increase in pistachio prices worldwide, reflecting the product’s soaring demand.
“There were so many challenges,” he admitted, recalling the initial days spent handcrafting the chocolate bars, now an iconic representation of innovation. This dedication speaks volumes about the hard work that underlies culinary success.
A Bright Future: Snaap DXB
Emerging from this experience is Chef Catis’s new venture, Snaap DXB. Launched in October 2024, the brand seeks to establish itself as a representation of UAE craftsmanship on the global stage. Within just a couple of days, its initial batch of 3,000 bars sold out, showcasing the brand’s immediate appeal. By February 2025, Snaap opened a physical store in Dubai’s Marsa Boulevard, marking another milestone in Catis’s journey.
“I hope to position Snaap as a homegrown UAE brand with global aspirations,” he expressed, envisioning a future where the brand not only delights palates but also embodies the essence of culinary innovation in the UAE.
The Final Word
Through a tale of innovation, disappointment, and resilience, Chef Nouel Catis navigates the complex landscape of culinary entrepreneurship. His story underscores the importance of collaboration, recognition, and the potential of culinary ideas to transcend borders, while also serving as a reminder of the hard work that goes into creating something extraordinary. As Catis continues to innovate and inspire, his journey remains a fascinating chapter in the ever-evolving narrative of the UAE’s gastronomic scene.
