When Chef Nouel Catis launched his latest creation โ the Abu Dhabi chocolate bar โ he was making more than just another addition to his SNA’AP chocolate brand.
He was starting a journey to tell the story of each of the seven emirates through chocolate.
The new artisanal chocolate, pays homage to Abu Dhabiโs cultural and culinary heritage, and brings together four flavours deeply rooted in Emirati tradition: dates, tahina, saffron, and cardamom.
โThe Abu Dhabi Chocolate pays tribute to elegance and heritage,โ Catis toldย Lanaย in an exclusive interview, revealing that he plans on creating a flavour for each emirate.
โEach emirate has its own story, and yes Iโm very much looking forward capturing all of them,โ he said.
It is an ambitious project for the heritage pastry chef who helped create the original Dubai chocolate recipe, the flavour combination that sparked a global sensation across social media and beyond.
Where it all began
However, Catis never planned to become a chef.
His career began with curiosity and what he calls a happy accident: a cake recipe he stumbled upon and decided to try. The cake turned out well. His mother, a baker, told him it was better than hers.
โThat moment sealed my fate. What started as curiosity soon became a lifelong calling,โ he recalled.
From that single cake, Catis found his path into the world of pastry and desserts, a field that gave him something he had been searching for.
โDesserts give me a sense of freedom. They demand precision, but theyโre also deeply emotional,โ he said.
โIn a way, itโs my version of becoming a scientist or a doctor, fields I once dreamed of, because both rely on precision and understanding how elements work together. Itโs incredibly rewarding to turn simple measurements and ingredients into something beautiful and is also edible,โ he added.
Launching SNAโAP
Catis launched his chocolate brand SNA’AP out of a desire to give back to the community that had supported his career.
โThe name comes from the satisfying snap sound of perfectly tempered chocolate symbolising craftsmanship and joy,โ he said, adding each chocolate bar in the SNA’AP collection bears the name of a city, a deliberate choice to honour the different nationalities that make up the UAE’s population.
Recently, Catis collaborated with Krispy Kreme, and he has several projects in motion with both local and international brands following the success of his own brand. All of them centre around the same theme: cultural storytelling through chocolate.
Two projects are currently in development. The first is The Sweet Life, which will be the first BYO dessert concept in the region. The second is a cake concept that will be announced soon.
But beyond these immediate projects, Catis has a larger vision for his work.
โA global dessert atelier that bridges cultures and inspires others to create without borders. I want to build and export a brand born in the UAE to the world, instead of always importing. Itโs about time we shake the boat,โ he said.
Within this collection came a flavour that caught global attention.
Dubai viral chocolate โinspiredโ by Kinder Bueno
The Dubai chocolate was never meant to become a phenomenon, according to Catis, who created it as one flavour among many.
โIt was the last flavour I expected to go viral,โ he admitted adding โthe original version was a blend inspired by Kinder Bueno, but over time it evolved into something simpler: pistachios, kataifi, and occasionally a touch of tahina. In my version, I chose to keep it pure and focused, letting the natural flavours of pistachio and kataifi shine through.โ
The response surprised him. The combination of pistachios and kataifi, wrapped in chocolate, became a sensation that spread across social media and drew attention from around the world.
But the journey has not been without challenges. The biggest obstacle, Catis says, has been finding the balance between creativity and business.
โTurning ideas into something sustainable is always the real test,โ he explained, adding that it is also a lesson he shares with young chefs starting their careers.
โBe patient. Learn your craft deeply,โ he advised. โFame is fleeting but skill and humility will take you farther.โ
And for Catis, the work he does now is about more than creating desserts or building a business. It is about leaving something behind.
โI’m doing what I do now because I owe it to myself, to share my artistry with the UAE and the world, and to leave a legacy that those who believed in me can be proud of,โ he said.
โI want to be a beacon of inspiration,โ he concluded.
