Sharjah has officially entered the UAE's biggest food conversation. The emirate launched QAND, a new premium chocolate and sweets brand, positioning it as a direct challenge to the global momentum behind "Dubai Chocolate." The launch was led by His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, during the fourth wheat harvest ceremony at the Sabaa Sanabel wheat farm in Mleiha on April 20, 2026.
What is QAND chocolate?
QAND is a luxury sweets and chocolate brand built on organic Iktifa ingredients sourced from Sharjah Agriculture and Livestock Production. The name itself carries history — qand is an ancient word associated with crystallised sugar, tracing its roots through Persian into Arabic classical dictionaries.
Sharjah officials framed it as more than a retail launch. QAND is presented as a global Emirati product meant to carry the emirate's identity into international markets. Arabian Business reported the brand comes as Sharjah pushes harder on organic food and export growth, featuring flavours such as pumpkin chocolate bites with almond flakes made with Mleiha milk, and Al Faya honeycomb with sea salt paired with Belgian dark chocolate.
Launched alongside the Mazraaty platform
QAND was introduced at the same event as Mazraaty, an integrated digital platform created by the Department of Agriculture and Livestock in Sharjah to support farmers and livestock breeders with online services and crop-related updates. The dual rollout places QAND inside a much wider Sharjah agenda focused on food security, organic production, and stronger export potential.
That context makes this launch notable beyond the product itself. It places Sharjah inside a fast-moving premium chocolate space that has already proven it can generate regional attention and international demand.
Launched during the Mleiha wheat harvest
The QAND launch happened during an event already packed with food-security messaging. Sheikh Dr Sultan attended the harvest ceremony for the fourth season of the Sabaa Sanabel wheat farm in Mleiha, where officials highlighted support for farmers, research on crop development, and plans tied to healthier food production across the emirate.
During the event, Sharjah officials confirmed that 580 farmers had benefited from the wheat seed distribution initiative supervised by the Department of Agriculture and Livestock. The Ruler also spoke about agricultural support projects, including irrigation initiatives and efforts to reduce production costs.
Why this matters
QAND matters because it shows Sharjah pushing its food story into a more consumer-facing category with genuine export potential. Government coverage tied the brand to Sharjah's wider organic food ambitions, while Sharjah 24 described it as a natural ambassador for the emirate and the UAE.
It also comes at a time when UAE-made food brands can travel fast online, especially when they carry a strong identity and premium packaging. Sharjah now has a clear opportunity to turn that attention into something bigger through agriculture-led branding, local production, and international positioning.
What to expect next
The next phase will likely be about visibility, retail presence, and export traction. Officials have already linked QAND to Sharjah's organic Iktifa ingredients and to the emirate's ambition to present local products on a global stage. If that plan holds, QAND could become one of Sharjah's most watched new consumer brands this year.
The UAE's chocolate conversation no longer belongs to one emirate. Sharjah has officially put its name on the table with QAND, doing so with government backing, a strong food-security narrative, and a direct shot at global relevance.
