Chef Nouel Catis, who has established an impressive career for creating an extraordinary super-chunky chocolate bar that’s something like a snack and a sweet treat, has not forgotten his roots and those who inspired him.
After his creation became a TikTok sensation, capturing global attention when a TikToker with 20 million followers showcased it, the chef talks about the influence of his mother’s restaurant business and his father’s work as an architect. He decided to pursue a career in the culinary arts.
He talks fondly of watching his mother cook and helping sell her sweets at school. “I grew up in an environment where I was exposed to both artistry and cooking. My mother noticed I had a talent for it, and that’s when I realized I wanted to be a chef,” he said during an interview with Manila Bulletin.
Now well-known as a Dubai-based culinary pastry chef, his journey started from personal struggles. "Growing up, I was very meek, quiet, and lacked self-confidence. I was the opposite of what I am now. Because of those struggles, I wanted to prove that I could be a better version of myself, times 10. That was probably the key source of my energy and why I wanted to break boundaries."
His career in Dubai, a competitive city known for its global ambitions, has shaped his philosophy of pushing beyond limits. "Dubai offers a platform to excel and achieve things on a global scale," he said.
Chef Nouel emphasizes the importance of not confining oneself to labels, saying, "Being Filipino, I’ve always tried to break boundaries and not box myself in. I don’t see myself as just a Filipino chef; I see myself as a global chef, constantly pushing the limits of what I can achieve."
For those aiming to succeed in a competitive environment, Chef Nouel advises, "The key is to keep pushing, to not be content with small victories, and to always aim for something bigger. Whenever I faced something difficult, I would tell myself, 'If I don't do this now, I'll forever be the person I don't want to be.' That became the fuel for why I break boundaries."
He also touched on the mindset shift required for success. "It's painful when people box you in, saying you can only do this or that. Especially in the Arabic culture, they’re very straightforward, tough to deal with. But I knew if I didn’t grow out of it, it would always be my stumbling block. Over time, I gained confidence, and now, even if I face CEOs or big investors, I don’t consider myself smaller than them. We’re on the same standing because they need something from me too."
Though his journey began far from the glitz of Dubai—it started in Dipolog, Zamboanga del Norte. With a deep connection to his heritage and a mastery of Middle Eastern flavors, Chef Nouel has crafted desserts that not only appeal to global tastes but also reflect his upbringing.
His early exposure to the kitchen laid the foundation for a culinary career that would take him across the globe. He studied hospitality management at the University of the Philippines Diliman, followed by further studies abroad.
After graduating, Chef Nouel’s career led him to prestigious hotels worldwide, including Sofitel Fiji Resort and Spa, Burj Al Arab in Dubai, Westin Beijing Chaoyang, Kuredu and Komandoo Island Resorts in the Maldives.
The concept behind his viral creation was born during the pandemic, when Chef Nouel collaborated with Sarah Hamoudaof Fix Dessert Chocolatier. “She saw what I was doing on Instagram, and we became friends. Then, she had this crazy idea to create a chocolate bar that was also a full-fledged dessert,” he said.
Reflecting on the creation process, he noted, “It took about a year to finalize everything, from the six hero flavors to the branding.” Despite initial doubts about the success of such a large and unconventional chocolate bar, with its thick sweet fillings, the brand quickly gained traction in Dubai, with the bars selling out in minutes. “It became known that this brand runs out quickly, which added to its allure,” he added.
The popular knafeh chocolate bar, which went viral, combines a variety of textures and flavors. Bars from Fix feature exotic flavors like knafeh, a Middle Eastern dessert with shredded phyllo pastry, cheese, and sweet syrup, as well as latte, pretzel, and other unique combinations.
After leaving the brand in 2022, he rejoined Sarah in 2024, launching three limited-edition flavors under his own label, named “Chef Nouel Catis.” When asked if he expected his creations to go viral, he said, “Not at all. You never plan for something to go viral; it just happens. The key was designing it to be Instagrammable, which helped its visibility.”
Reflecting on the importance of presentation, he explained, “I come from a different generation—I’m Gen X. We weren’t really into social media, but I’ve adapted. My team is mostly millennials, and they’ve pushed me to embrace the visual aspect. Our criteria when creating desserts are that they have to be visually appealing, and the taste must match the visuals. If the dessert looks good but doesn’t taste good, customers won’t return. I want clients to come back for both the look and the taste.”
Beyond his viral success, Chef Nouel has become a figure of inspiration for Filipinos aspiring to make their mark internationally. He established Nouel Catis Consultancy, a culinary consulting firm that offers dessert recipes to restaurants across the Middle East and Europe.
“Now, I have a culinary consulting company in Dubai. I've always been passionate about desserts and anything related to sugar and butter. My expertise now also includes beverages, like coffee-based or chocolate-based drinks, and even cold sandwiches. Essentially, I’m into flavor alchemy, but chocolate has always been my first love,” he said.
Despite his global achievements, Chef Nouel remains grounded in his roots, aiming to introduce more Filipino flavors to the international market. “I’m bringing this chocolate bar home to the Philippines using Philippine cacao, so the experience is more Filipino,” he said.
“This is just the beginning,” he hinted at future plans to explore more Instagrammable desserts and experiential dining in the Philippines.
As he prepares for this next chapter, Chef Nouel hopes to inspire other Filipinos to break through barriers and excel on the global stage. "I think the key is to keep pushing, to not be content with small victories, and to always aim for something bigger," he shared.