Dubai Chocolate Has Sharjah Competition Now
Sharjah chocolate is now part of the UAE’s biggest food conversation after the emirate launched QAND, a new premium chocolate and sweets brand positioned to challenge the momentum around “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.
QAND was introduced alongside 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 rollout places the new brand inside a much wider Sharjah agenda focused on food security, organic production, and stronger export potential.
What QAND means for Sharjah
According to Sharjah government reporting, QAND is a luxury sweets and chocolate brand based on organic Iktifa ingredients. Sharjah officials framed it as more than a retail launch, presenting it as a global Emirati product meant to carry the emirate’s identity into international markets. Arabian Business also reported that the launch comes as Sharjah pushes harder on organic food and export growth.
That makes this launch notable for more than 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. In this case, Sharjah’s angle is clearly tied to agriculture, local ingredients, and a government-backed food strategy.
Launched during 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 also highlighted support for farmers, research on crop development, and plans tied to healthier food production in the emirate.
During the event, Sharjah officials said 580 farmers had benefited from the wheat seed distribution initiative supervised by the Department of Agriculture and Livestock. The Ruler of Sharjah also spoke about agricultural support projects, including irrigation initiatives and efforts to reduce production costs.
Why this matters
QAND matters because it shows Sharjah is pushing its food story into a more consumer-facing category with 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 chance to turn that attention into something bigger through agriculture-led branding, local production, and international positioning. That is the real headline here. QAND gives Sharjah a fresh entry in a category that already has proven pull far outside the UAE.
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.
For now, one thing is clear. The UAE’s chocolate conversation no longer belongs to one emirate. Sharjah has officially put its name on the table with QAND, and it is doing so with government backing, a strong food-security narrative, and a direct shot at global relevance.
Cover Image: @Sharjahmedia/Instagram
