Filipino Chef Nouel Catis Reflects on His Role in the Success Story of Dubai’s Viral Chocolate and Warns Culinary Entrepreneurs About Legal Oversights
In October 2024, Dubai’s pistachio kunafa chocolate, a fusion of the city’s iconic desserts, achieved viral success after chef Nouel Catis and his team launched the product. Catis’s new venture, Snaap DXB, saw overwhelming demand, with its initial batch of 3,000 bars selling out in just two days. Yet, despite his critical role in creating the now-global phenomenon, Catis finds himself sidelined as the product gains global recognition—an experience he is now urging fellow culinary entrepreneurs to learn from.
The Birth of a Viral Creation
Catis, a Filipino chef who had been deeply involved in Dubai’s culinary scene, was one of the original investors in the pistachio kunafa chocolate venture. The idea was a fusion of two beloved Middle Eastern staples: pistachio and kunafa, a dish that combines crispy pastry with syrup-soaked cheese and nuts. Catis’s innovation created an unexpected yet deliciously harmonious combination that quickly captured the public’s imagination. The chocolate, which cleverly incorporated elements of the traditional kunafa, offered a new way for people to indulge in Dubai’s rich food culture.
However, while the chocolate became a viral sensation—capturing attention globally and reaching markets far beyond Dubai—Catis was no longer part of the venture. As he distanced himself from the project, he watched from the sidelines as it continued to rise in fame. This experience has led Catis to reflect on the importance of protecting creative endeavors and ensuring legal safeguards are in place from the outset.
Legal Oversights and the Importance of Protecting Creative Ventures
Speaking exclusively to us, Catis warns aspiring culinary entrepreneurs about the crucial importance of legal documentation and protections. “Do the legality from the start,” he advises. Catis’s own experience serves as a cautionary tale of how creative contributions can be overshadowed, even erased, without proper legal framework to secure ownership rights. In his case, his pivotal role in the development of the chocolate was overlooked, with no clear legal agreement securing his involvement once he moved away from the project.
“I’ve been sidelined in the global success story,” Catis reflects, acknowledging the painful lesson he learned as the product’s fame expanded without his name attached. For Catis, it’s not about resentment but about ensuring others don’t make the same mistake. By neglecting the legalities that secure intellectual property, ownership, and business relationships, entrepreneurs risk losing control over their own creations.
Snaap DXB: A New Venture on the Rise
Despite the setback, Catis is moving forward with his new venture, Snaap DXB. In its early stages, the company saw great success, with its first batch of 3,000 bars selling out in record time. The venture continues to reflect Catis’s dedication to crafting innovative and culturally relevant products. His experience with the pistachio kunafa chocolate has equipped him with invaluable insights into both the culinary world and the business side of running a food-based startup.
Catis’s message is clear: entrepreneurs must approach their ventures with both creativity and a strong understanding of the legal landscape. The world of food innovation is rich with possibilities, but without the right legal framework, those possibilities can quickly become entangled in disputes, misunderstandings, or even lost opportunities.
A Cautionary Tale for Culinary Entrepreneurs
As Catis embarks on new endeavors, he continues to be vocal about the importance of protecting culinary creativity. His advice serves as a critical reminder to aspiring chefs, food innovators, and entrepreneurs about the business side of the culinary world: securing intellectual property rights, negotiating clear contracts, and ensuring transparency in partnerships from the start.
“Culinary entrepreneurship is more than just passion and innovation—it’s about ensuring your creativity is safeguarded for the future,” Catis concludes.
As Dubai’s food scene continues to thrive, Catis’s journey serves as a powerful example of both the potential and the pitfalls of turning creative ideas into successful business ventures. For aspiring chefs and entrepreneurs, his story is a reminder of the importance of balancing culinary artistry with a strong business foundation.
