Matthew Jones calls chocolate-kunafa trends a passing fad as Bread Ahead sets sights on 12 locations and 3 bakery schools across the Middle East by mid-2025 Bread Ahead’s Matthew Jones has no time for dessert gimmicks — even if they’re trending. As the chocolate-pistachio-kunafa fusion continues to sweep across Dubai’s social media feeds, Bread Ahead’s founder and CEO, Matthew Jones, isn’t buying the hype. In an exclusive interview with Arabian Business, Jones labeled the viral dessert trend a “gimmick,” emphasizing that his brand is focused on substance, not social media stunts. “I have no interest in that,” he said firmly, … Continue reading Bread Ahead Founder Dismisses Viral Dubai Dessert as a ‘Gimmick’ Amid Plans for Regional Expansion