FIX Dessert Chocolatier has launched a limited edition football-themed activation in the UAE, combining packaging, distribution and prize-led consumer engagement during the 2026 football season.
The Dubai brand introduced the FIX Cup Mini Hero Box, a 20-piece limited edition pack, on June 11 with Careem. The box includes flavours such as Can’t Get Knafeh Of It, Mind Your Own Biscuit, Pick Up A Pretzel and Catch Me If Pecan.
Each box contains a FIX Scratch Card, giving customers one of four possible outcomes: a Careem Plus subscription, a collectors jersey, a top secret prize, or a “better luck next time” result. FIX said more than 600 prizes will be distributed during the tournament.
Yezen Alani, Co-Founder of FIX Dessert Chocolatier, said, “Football fever is setting in at FIX HQ and we can’t wait to celebrate the only way we know how: with our FIX fans! Win or lose, we want to continue the fandom onto the pitch and bring that same match day energy straight into the Mini Hero Box — especially with a football legend joining the fun.”
As part of the activation, FIX is introducing FIX Football Jerseys as collector’s items. The retro-style jerseys feature FIX branding, premium fabric and an athletic fit.
The campaign involves Andrés Iniesta, former professional footballer and head coach of UAE First Division League club Gulf United FC. Iniesta said, “It’s a pleasure for me to be part of this wonderful campaign with brands so closely associated with Dubai, a fantastic place where I ended my playing career and where I’m about to embark on a new chapter in my life.”
The FIX Cup Mini Hero Box is available exclusively through Careem from June 11, priced at AED 252. Two daily drops will run at 2pm and 5pm in Dubai and Abu Dhabi.