Chef Nouel Catis, a Dubai-based Filipino pastry chef, has created a viral sensation with his super-chunky chocolate bars, capturing the attention of global consumers. The dessert, which blurs the line between a snack and a dessert, has taken the world by storm, particularly during Ramadan, when a TikToker with 20 million followers featured it, propelling its popularity.
The concept behind this unique creation was born during the pandemic when Chef Nouel collaborated with Sarah Hamouda of 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,” Nouel shared during an interview with Manila Bulletin.
Reflecting on the creation process, Nouel 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 various thick sweet fillings, the brand quickly gained traction in Dubai, with the chocolate 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), latte, pretzel, along with other unique combinations.
After leaving the brand in 2022, Nouel rejoined Sara in 2024, launching three limited-edition flavors under his own label, Chef Nouel Catis.
When asked if he expected his creations to go viral, Chef Nouel 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.”
A Global Pinoy
Catis’s culinary journey began in the Philippines, where he was born in Dipolog, Zamboanga del Norte. Influenced by his mother's restaurant business and his father's artistry as an architect, Catis decided to pursue a career in the culinary arts, “I grew up in an environment where I was exposed to both artistry and cooking. My mother noticed I had a talent for cooking, and that’s when I realized I wanted to be a chef. I took up Hospitality Management in college at UP Diliman because it was the easiest way to enter the hotel industry and get training from chefs.” This foundation led him to an international career that includes stints at the prestigious Burj Al Arab in Dubai.
“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,” Nouel said.
Despite his achievements abroad, Chef Catis remains connected to his Filipino roots. He plans to introduce something sweet to the Philippine market soon, using locally sourced cacao. “This is just the beginning,” he said, hinting at future plans to explore more Instagrammable desserts and experiential dining in the Philippines. "I’m bringing this chocolate bar home to the Philippines using Philippine cacao, so the experience is more Filipino."
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.